Clever bit of brand advertising – Emirates

I was watching the cricket on Saturday before it was abandoned by rain, when I noticed something quite clever.

Whenever the umpire signals a wide to the scorers, the camera always shows a reverse view of him. Never the front.

Obviously this is for branding, as they have ‘Fly Emirates’ on the back. But could it be something more?

When the umpire does signal a wide, his arms go out and it looks like a plane.

Now for every other signal, Sky Sports quite happily film from the front – ‘No Balls’ ‘Four’ ‘Six’ ‘Byes’ – however wides are always from behind.

This could be a clever bit of thinking from Emirates’ brand team, or just one big coincidence. But it certainly makes you think.