Airline advertising lacking creativity, says Air NZ CEO, as Kiwi carrier kickstarts first TV push in Australia
Air New Zealand’s first ever brand campaign in Australia – spearheaded by a goose called Dave – will resonate with local audiences because it will cut through the clutter of risk-averse aviation advertising that plagues the industry, airline chief executive Christopher Luxon has predicted.
Speaking with Mumbrella at the launch of its multi-million dollar campaign in Sydney yesterday, Luxon said a key objective was to be “different”.
And in an industry where bland advertising is the norm, that was not so hard, he said.
I don’t think you can hit back at an industry saying it’s bland due to the lack of innovation and come to market with with creative which features a goose called Dave.
This might be more fitting for a budget airline? The message around premium products/cabins gets lost due to the goose.
It’s a big call to accuse other airlines of weak ads, then push this waste of av gas.
Reading the write-up, I thought this was a great concept with big potential. Then I Then I watched the video…way to ruin a good concept with a terrible execution!
Definitely does not scream Air NZ. Makes them seem like a budget airline with their scripting, choice of voice artist and situational depictions.
I think the Air New Zealand CEO is being the goose here.
Not good. Concept is silly in the extreme, direction is clumsy and duck has far too much to say for itself. A disembodied voice of authority under selected shots of the duck might have been a better direction, but in truth, a rethink is needed concerning the use of the duck character at all.