Daniel Johns creates soundtrack of new Qantas ad
The new work – titled Atlas – was unveiled this morning and will air from Sunday. It follows on from the launch of the new Qantas positioning of You’re the Reason We Fly.
Johns is one of Australia’s most celebrated musicians including winning 21 ARIA Awards. The performance was a collaboration with the Australian Chamber Orchestra.
It is the first time that Johns has done commercial work of this nature. He said: “I never had a brief before. When Qantas first approached me, I agreed to the project as I was really into the idea of creating a piece of music that represented Australia. I wanted it to sound big, something special. It was a conscious effort to create a good piece of music and not just a jingle. I’ve also wanted to work with the Australian Chamber Orchestra for a long time now so it was great to finally be able to do that. I’m really happy with how the song turned out.”
Qantas’ long running I Still Call Australia Home has not been retired. Marketing boss Lewis Pullen said it would still be used around national occasions, describing the song as a ‘quasi-national anthem.’
The new 90 second, music-only ad, created with Publicis Mojo, Amnesia Razorfish, ZenithOptimedia and Heckler, will run for two to three days before a 60 second commercial will be introduced with a voice over that re-enforces the You’re the Reason We Fly positioning.
Pullen claims the positioning was tracking well. He said: “The reactions are positive. We needed to reframe the conversation about the customer.”
The TVC was shot by director Gary Freedman of the Glue Society for the production company Revolver, with Michael Ritchie as executive producer.
While the current campaign is customer-focused, featuring Australian’s from the coast, the cities and the country, a destination-based TVC will follow.
Pullen said Qantas will also introduce an Olympic treatment for the new ad which will launch in conjunction with the start of the Olympics.
“It features Bernard Tomic, Steve Hooker, Liesel Jones, Courtney Atkinson and Kelly Cartwright, all training for their respective goals and representing the spirit of Australians in London,” said Pullen.
Qantas will welcome home the Olympic team with a public celebration as the squad returns on a plane featuring the boxing kangaroo and the brand’s logo on the tail made up of 22,000 faces of the public which was uploaded from the launch of the campaign. The logo was re-designed by Heckler.
Pullen told Mumbrella an international version of the campaign will carry the same tagline at a later date but with a focus away from TV and on to digital.