Without opening a discussion on as to what facets of LCC operations apply to EK (high margins are certainly not one of them!), perhaps the point you raise is exactly why EK have gone with Aniston and have highlighted parts of their product in the way they have.

As I think you imply, EK are known for/popular in some markets for relatively cheap fares, so this may be attempt by EK to reposition upmarket ex-USA. After all, ex-USA J/F prices are quite expensive: certainly not in the realm of young backpackers.

If you take a view that EK want to attract ex-USA pax who have that kind of disposable cash, you're looking at 30-50 year olds - and Jennifer Aniston is relevant to age group because of her fame through Friends (incidentally now on Netflix...), whereas JLaw I would argue less so.

However can EK really compete on product with the likes of EY, SQ, CX, QR? IMHO not until a product refresh (Nov maybe?) - so highlight what they can - shower and bar, and to take advantage of the negative attitude US customers have towards US airlines vis-a-vis products.

In that context the advert and its casting,I think makes sense, or at least EK's rationale for their choices. Of course as to how effective it is is a different matter! Is the advert creating exposure, positive of negative? One could argue that is the point of the ad, not to "sell" the product.