Qantas releases first 60-second TV slot as BA campaign replicates ‘welcome home’ ad push
Qantas has released its first 60-second TV commercial as it begins to roll out shorter versions of the two-minute commercial that kicked off its ‘feel like home’ brand campaign last weekend.
The ad is the first of five one minute spots that have been created and comes as British Airways launched its own brand push – with the tagline The Welcome of Home.
https://www.youtube.com/watch?v=8FSlswYaDMo
The Qantas spot focuses on Alice, a 27-year-old Adelaide woman who has lived and worked in London for the three years, and is greeted by her mum and sister at the airport.
The campaign has been created by Lawrence Creative Strategy with the five ads to roll out over the next weeks. They all tell the real life homecomings of five Australians, four of whom are returning from overseas.
The initial TV slot featured a two-minute montage of the stories.
The BA ad tracks the story of an Indian ex-pat living in Canada returning to India to ask for her grandmother’s blessing to get married.
As of today the Qantas two-minute advert had more than 750,000 views on the airline’s Facebook page, with 265,000 views on Youtube. Likes, comments, shares and mentions on Facebook and Twitter hit 20,000.
How can two airlines serve up the same sentimental syrup at the same time?
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Not a ‘replica’..
They’ve been focusing on Indian expats in the US for a couple yrs now.
https://www.youtube.com/watch?v=WPcfJuk1t8s
Won a lot of awards.
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is there anything less relevant that a 60 second tv ad? self indulgent fantasy crap. [Edited under Mumbrella’s content moderation policy] #DyingIcon
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how can an airline like Qantas make an ad about nothing, with no proposition and nothing from the brand…. can tell they have no marketing people in the company.. just saying.
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I feel like Alice too when I fly Qantas economy
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Coudnt help but notice all the people crying in the new ad. Oh the emotion was palpable. Are they were meant to be ex-staff that the airline has been sacking in swathes or just customers anticipating a less then awesome service experience?
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Still think a telco manages to do ‘welcome home’ better than any of the airlines
https://www.youtube.com/watch?v=ZMG2vNVq0ww
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Not a case of BA replicating Qantas, but the other way around. BA’s original Indian expat execution was launched almost 18 months ago, and has clocked up over 1.3m views on Youtube
https://www.youtube.com/watch?v=WPcfJuk1t8s
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Saw this ad “in situ” last night – vegged out on the couch at the end of a long day.
Despite my cynical, jaded, Adwanker persona, it totally got me.
Well done.
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Alice is crying because she had the seat just in front of the toilet for the whole trip and stupidly chose the seafood off the menu.
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