New Qantas ad? Does anyone like it?

[gpr49697]

i like it. Feels like its about us.

 

[medhead]

I bet qantas are wish they beat Telstra to the new version of down under rather than get sad emo music.

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.

As my wife said "I don't want to fly with an airline when the planes are that close to the ground all the time."


Sent from the Throne

 

[SeatBackForward]

So after having some time to digest the new commercials, I'm still struggling to understand why such a huge marketing campaign that only targets their shareholders?

 

[docjames]

Now the ad's had more air time, it's interesting to compare to the Tesltra ad that's running during the olympics (which is a very good ad). The Telstra ad has been on high rotation, and i'm not sick of it yet. The Qantas ad just kind of blurs into the background (whereas the telstra one I still stop to watch).

The Qantas ad came on the other night - I saw the start and said to a mate (who hadnt seen it) : "What do you think this is an ad for". We got to the end of the ad and the Qantas logo came up and he was totally "WTF just happened"!

Not sure this ad will serve the test of time.

It annoys me that the aerial shot is too low - or they needed to intersperse more high altitude shots or shots of say contrails of aircraft passing overhead - the low aerial is just weird and it's not obvious that it's connected to travel etc.

FWIW also mrsdoc hates the girl in the swimsuit at the end (too cliched and I think too "where the bloody hell are you").

 

[medhead]

There's a girl in a swimsuit?


Sent from the Throne

 

[wingspan]

I was thinking about the ad more this morning on QF713 when I was handed a copy of the Financial Review by a FA. I normally don't read it but I saw there was an article about the ad and I thought I'd have a read. Not feeling negative about the ad, I have been surprised that so many people find the low shots disconcerting. I must say I like how low it seems - it makes me think about how flying really puts you in touch with people, bringing them closer. I like how the low shots makes flying seem accessible and destinations closer.

I also spied a banner ad for the campaign at Westfield Belconnen on the weekend. I liked how the concept is being used in a suburban shopping centre - hitting home the idea that flying Qantas IS for as many Australians as possible.

The only thing that would concern me as someone with heterodox opinions about nationality is that the campaign may preclude non-Australians from feeling included.

 

[Bugalugz]

I bet qantas are wish they beat Telstra to the new version of down under rather than get sad emo music.

I don't really watch TV at all bar the news so had to go and youtube the Telstra Ad.....WOW you could just slap the Qantas logo on the end of that and it would be an excellent ad. Something about that song that brings a bit of pride (even has more travel images in it than QF but shows Aussies doing their thing overseas!!)! Actually when Qantas was "The most experienced airline" they had Down Under music which was quite good also. Down Under Ad for London 2012 Olympic Games - Telstra - YouTube

"We are Australian" that Telstra also used would have been good for Qantas. Telstra Ad - We Are Australian - YouTube

Songs with words, people doing their every day thing and a couple of planes chucked in and Qantas people smiling away with an Australian song (either of the above) I think would have given the airline a song with pride, emotion and a sense of Australia.

Anyway looks like we are stuck with what we've got for a while anyway, a meaningless, emotionless (unless you have good headphones and no background noise) and something that doesn't scream proud out!

 

[sumthinfornuthin]

They are selling air travel why not promote the planes and people that is what and who you interact with as a passenger.

i think they are wooducks being sold a pup by other wood ducks

 

[locky889]

I joined primarily to comment in this thread. I suppose I can see where QANTAS was trying to go with this ad but I do think it missed the spot. The entire ad seems quite impersonal even cold. The score by Daniel Johns is very grand and epic and I do think this is really the only thing that gives the ad any body at all. All of the great QANTAS ads have that moment where a shiver runs down your spine. Perhaps my favorite spine shiver inducing ad is the A380 shadow commercial.

www.youtube.com/watch?feature=endscreen&NR=1&v=yDWqGS71n04 (sorry this forum employs the stupid 10 post link rule *sigh* just search A380 shaddow on YouTube or add /watch?feature=endscreen&NR=1&v=yDWqGS71n04 after youtube . com )
It really doesn't seem to matter how many times I watch this ad it catches my attention, fills me with emotion and sends a very strong message.

Unfortunately the new ad doesn't do any of this for me. I believe QANTAS missed an incredible opportunity with this ad. The campaign in general, "you're the reason we fly", is clever and public involvement though their putting names on aircraft and the collage feels inclusive. But the ad in general just doesn't convey these meanings to me as strongly as it could. Even if they were adamant on this ad one way to catch on to that familiarity with the brand for the audience would have been to perhaps pan the camera at the end from the (cliched) swimmer into the sky where a QANTAS A380 soared majestically. I think this could have really made the connection between the airline and the people in the ad.

 

[whatmeworry]

I have been seeing this ad for the last couple of days, "they fly for us" ad. What a load of BS!

Just so many things wrong with that premise.

If that was true, they would not be cannibalising their main company to make the orange cancer appear more profitable.

 

[Awesom Andy]

I still remember seeing the old ads, and thinking that my next flight would be on QF. This ad doesn't give me that feeling at all. I quite like the BA one though, so if the ads have any bearings to the airlines I fly on (which, funny enough, it does to a certain degree), it looks like I'm jumping ship (planes) to take the codeshare on the BA 744 - and I do this trip about 3 or 4 times per year.

 

[docjames]

There's a new version with some of the athletes in it that aired last night - works much better than the original ad IMO.

 

[RWJ777]

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

Jock28, Daniel Johns's artful ooh-ahhing doesn't entice??!!

I think this is a really nifty little campaign. The visuals on it are empathetic and emotive, although I acknowledge the visuals give the music its context which is perhaps a bit limiting.

Does it reach the soaring heights of the 90s campaign with white uniformed kids on a rock singing in unison? Probably not; but that was a particularly high point.

It's certainly a campaign for its time -- with an emphasis on the individual rather than of a nation (which I don't much like: ie 'myEverything-that-opens-and-shuts') -- but full marks to Qantas for innovation.

 

[wmetz]

I guess people missing point where oranges all over the road scene. I think its to symbolize the problems that orange growers have from overseas competitors, and the kangaroo also not hopping that high else what waste of food.

 

[TonyHancock]

I guess people missing point where oranges all over the road scene. I think its to symbolize the problems that orange growers have from overseas competitors, and the kangaroo also not hopping that high else what waste of food.

Yes I see that now! I thought that the oranges on the road represented the spread of Jetsar derailing Qantas.

 

[RWJ777]

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

Having worked in the advertising industry, one thing I can be absolutely confident about: Publicis Mojo would have tested (ie focus grouped) this ad till the cows came home. So for all of us who don't like it and those of us who do (including me) it doesn't really matter because the target audience liked it. They wouldn't have put it to air without being very clear about what they wanted to achieve and that it resonated with the target audience.

I also have to say I found that article Airline Hub Buzz a bit over the top. Long on opinion and multiple adjectives but short on evidence to substantiate his position.

But at the end of the day, we're all entitled to our opinions -- but they are just those aren't they.

Happy flighting.

 

[wmetz]

But when you compare to the JetStar ads, they clearly define their target group and you are not let guessing what the product is.

 

[drewbles]

Every time I see this ad, it reminds me I need to book a flight... On DJ

 

[Awesom Andy]

I just mentioned to my parents that the new ad isn't very good, and they basically said, what ad? We didn't see any new Qantas ad... looks like it's a complete failure here...

 

[RWJ777]

Oh dear, as an admirer of the ad, seems like I am in the distinct minority here!