New Qantas ad? Does anyone like it?

[747800intercon]

The new ad is finally out and it's just so strange...not sure what to think of it. I'm not so sure it works. Very creepy.

This is an excellent article that sums it up nicely:

The new QANTAS ads: a missed opportunity? - Airline Hub Buzz | Airline news and Information

 

[samh004]

Without the rest of the campaign being launched (I assume there’ll be more) and this early on, I find it hard to say it hasn’t worked. I’m not sure the ad was meant to make everyone switch back to Qantas by this evening… so it’s perhaps a little early to be saying it hasn’t worked

I’ve seen it once on TV, so don’t think it’s been long enough to filter through my subliminally when booking flights, though I’m firmly in the QF camp already anyway.

I do agree that the road accident scene does seem odd, and subliminally there the orange being everywhere isn’t good

 

[MarcB]

I think there's a cleverness(?) to the idea that people in everyday situations are looking to the sky - presumably to see a Qantas jet flying overhead. But like samh004 says, I think the full scale of the campaign needs to be appreciated first. So I'll guess I'm still a bit on the fence about it.

 

[moa999]

I agree there is a cleverness to it.
Seemingly an "Olympics" version that will be aired during that.

but am surprised about the lack of connection to an actual aircraft/ staff members etc, or to far away destinations etc.

 

[wingspan]

So many people are commenting on Qantas' facebook page saying it is a terrible ad. But none of them are very articulate. Nobody there has said why they don't like it. I was looking because I think it is really nice. I think most of us (as in - not just AFF members - but people in general) look to the sky when there is a plane overhead. It is at once nostalgic and contemporary - conjuring images of looking up at planes overhead when you were walking along as a child with your parents but simultaneously inspiring you to look to the sky now and get out of the office (maybe I've just been in front of this computer screen too long and hence am too romantic this evening!).

What airlinehubbuzz call a homogenised representation of country scapes, city towors and people in a catatonic state, I call speaking across social, political, and economic divides. What airlinehubbuzz describe as 'helpless' people looking up at the sky, I describe as people looking to the sky to help them find their way. Some people say the ad could be about anything - I see that as a strength.

I'm a little sad my face isn't there in the middle of the kangaroo though

 

[Bugalugz]

Personally I expected something like BA's "To Fly To Serve"

British Airways Advert 2011: To Fly. To Serve. (HD) - YouTube

That is an exceptional ad, it gives a sense of history, pride and just an overall good feeling about the brand.

I don't think the music is right for the ad and the strange thing is theres not even an image of an aircraft.......weird. They had an opportunity to have something grand and great but was a let down.

 

[Pleb Status]

I saw the new ad on YouTube (the 90 second version) and I am not a fan. I also note that the only city shots appear to be in Sydney. So, as normal, QF is the Spirit of Sydneysiders and the rest of us are just an income stream.

 

[moa999]

must say that BA ad is impressive, although Johns tune is better

 

[freepyjamas]

It's terrible.

A very bad call by the board, which was signed off quite a while ago. During production, Qantas sacked the agency responsible and have appointed a new agency. Expect this campaign to have a relatively short lifespan.

 

[Timba-Jet]

A left of the middle perhaps abstract approach. Has a grandness to it that makes it intriguing to me.

Others may see this as missing the mark, time will tell.

For the 'Atlas' composition, this would be captivatingly breathtaking in a setting like a cinema, but at home with so much background noise, it may not cut through.

 

[MrJetset]

I don't like it. The entire BA 'To Fly. To Serve' campaign is exceptional in every way.

The ad may appeal to leisure travellers, who fly rarely, but as many others here who fly almost weekly, I prefer the former ads, and the former music. I would actually show friends/family the F lounge in the ad, in anticipation of sharing the experience with them on a next trip. I even know the First host in the ad by name. This connection, to me, is gone.

That said, airlines seemed to be pre-occupied with this campaign. See EY's equally woeful 'Why?' campaign Why Etihad Full TV Commercial (English) - YouTube

 

[serfty]

Haven't seen it - it has been flash-blocked when I have access the QF site today and I have simply closed the window with it unwatched.

(I have this thing about forced bandwidth usage - love adblock and 'element hiding helper')

One day it may fall across my plate, but until then ... meh ...

 

[nate89]

The long atlas video ("Atlas" by Daniel Johns - YouTube) gets good marks from me. I like the imagery and can see the relation fine.

The point about not having a lot of background noise is important I think though - I had none and found the ad quite moving (not A+, but still a decent ad).

This was actually the first ad I have willingly not skipped through on youtube and I have been an avid youtuber for over 5 years o.0
They have my congratulations in that regard. It isn't a short clip either (over 4 minutes!). The number of marketing companies who think youtube ads are just another avenue to flog traditional ads really gives me the coughpers sometimes...

The 30 second version on their website is, to me, pointless though. I don't see how that theme song or imagery can be properly built up in 30 seconds... better to stick up the 90 second version or even the longer version.

 

[smit0847]

Creepy and ironic were the two words that came to mind.

Creepy because there is an impending sense of doom the entire ad - it's not celebrating anything. Most of the people are looking across, not up, like a plane is about to crash land on top of them or dropping some sort of bomb. Perhaps it's a metaphor for the share price?

Ironic because it has absolutely nothing to do with Australia or Australians (they could have easily slapped a CX logo on the end and it wouldn't have made any difference), didn't feature any planes, staff, products or destinations and the people looked just as confused and lost as I did watching it.

The only way Qantas Intl will survive is if they can offer something their competitors cant. Lower prices and better schedules are obviously out. I think an ad tying back to the history of QF as our national airline and how Australian it is (maybe profiling the lives of a few 'ordinary' staff and passengers) would have been more effective - the fact that their staff are Australian are one of the few advantages they have over their competition.

Is this the first airline ad not to feature an aeroplane or an airport?

 

[N860CR]

I thought it was terrible. Ads like these (that don't directly promote the product - as mentioned, not a plane to be seen) need to have feeling and emotion. That was flat, dull and lifeless. Qantas is in a position where it needs to grab at one of its remaining strong points, and the most obvious one is its position of "national pride". A massive swing and miss.

Compare it to the AA commercial they released following the 9/11 attacks. It needed to be inspiring, touch people and remind them of their national spirit (not that it's hard to do that with the yanks...). It rates as one of my favourites:

[video=youtube;9Z9C8Fln-FQ]http://www.youtube.com/watch?v=9Z9C8Fln-FQ[/video]

 

[openseat]

The new campaign does nothing for me. These 'experience' type ads never work. I think QF should look at the campaign that AA has started during its bankruptcy restructure. Focussed on upgraded product and dedicated staff. QF has no story to tell.

 

[fresherbill]

I like the ad. I don’t think it’s the best ad in the world or the best airline ad ever made, but even if Qantas had made the best ad in the world I don’t think it would’ve received a warm reception. Maybe it’s because I didn’t grow up in Australia, but I have always perceived an automatic and relentless contempt that many (not all) Australians seem to have for big Australian institutions. Qantas, Telstra and the big 4 banks are prime examples. Lighten up, folks.

I also find it weird that a recurring criticism is that it’s an airline ad not featuring planes – when the observer in the ad is clearly in flight.

LOL.

 

[ozmille]

Is this the first airline ad not to feature an aeroplane or an airport?

KLM has had their swan commercials for as long as I can remember
[video=youtube;OlxmWnX1oAI]http://www.youtube.com/watch?v=OlxmWnX1oAI[/video]

 

[sumthinfornuthin]

It's rubbish, why not show more pictuures of the planes, the places they go to and the interiors of their upgraded aircraft.

They are selling air travel so why not say that. The old KISS system always works without trying to be too clever !!

 

[KLN]

pissing me off completely! it's even online!
sounds like i'm watching a church service from the ABC of old on a Sunday morning when i was a child!