Phase One Ventures on Instagram: "Follow @phaseoneventures for daily business content. When airlines compete on comfort, Emirates turned to star power. They spent $20 million on a global ad campaign featuring Jennifer Aniston to highlight their luxury in-flight experience. In one ad, Aniston wakes up on a basic airline with no shower or bar, only to realize it was a dream and she's flying Emirates. It was her second campaign with the airline, following a $5 million ad in 2015. The goal was simpl