Dame Edna fronts Qantas campaign
Qantas has turned to Dame Edna Everage to promote its business class sale.
The ad – created by Ogilvy Sydney – is almost exactly the same as a campaign produced for Qantas in May by M&C Saatchi that featured former Dallas actors Larry Hagman and Linda Gray.
Today’s ad features Dame Edna’s alter ego, Barry Humphries.
Qantas executive manager of marketing Lewis Pullen said: “Just like the characters in our recent Dallas campaign the wonderful duo of Barry Humphries and Dame Edna are featured in a humorous nature which stretches our retail work to cover brand/product marketing ground as well.
“Both are seen enjoying Qantas’ in–flight service in Business, supporting our ‘Enjoy the Journey’ brand positioning.”
The campaign runs for five days across press, radio and online.
I didn’t realise Dame Edna was 9′ tall!
How does Humphries do it?
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Couldn’t the attendant be offering cheese? Juice? A water? Why does Qantas keep offering alcohol to ex alcoholics like Hagman and Humphries?
Or is this a deliberate part of the message?
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great idea – good cut through.
Wonder how much Humprhies cost – $100K?
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I liked the ads for the new Dallas route, but I must admit this is a much more salient couple, or is it just that Dame Edna reminds me of the woman I sat next to last time I flew….
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Is Dame Edna’s seat hovering?
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Why does the crowd change direction in the first few scenes? Were they taking this junk back to IKEA and then though stuff it, lets go back and smash up our homes with it instead. Or were they putting it out on council pickup day and thought stuff it lets go back and smash up our homes with it instead.
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Qantas cuts 1000 domestic jobs, then reports massive profits. They need all the PR they can muster. The poor hostess in the picture must be run off her feet as she is now working on an understaffed aeroplane. No one is in the seat behind them either, is this because customers have defected to Jetstar?
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The Jetstar adverts actually kind of annoy me- A bunch of anorexic looking stewardesses, all looking like professional models (who probably are professional models), then the tagline – “we;ve made the change”
where are I actually fly Jetstar and its the same horrible, mind and soul destroying experience it always was…
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