New Qantas ad campaign praised by media and marketing experts

The new Qantas advertising campaign featuring a young Aboriginal boy singing “I Still Call Australia Home” won praise from the panel at Mumbrella Question Time.    The ad – by Singleton Ogilvy Mather – opens with the boy singing in an indigenous language before switching to the English version of the Peter Allen tune.  

Dejan Rasic, ECD of Colman Rasic Carrasco, said while the campaign  might not break new ground, it deserved praise for its focus on indigenous Australia. He said: “It seems the same as the previous stuff they’ve done, but this time it includes Aboriginal Australia which is a good thing so good on ’em.”

And Mark Buckman, chief marketing officer of the Commonwealth Bank of Australia, said it was commendable that Qantas had “a long-standing strategy that they’re sticking to and executing”. One Green Bean MD Kat Thomas added: “Qantas has been quite strategic in the way they’ve leveraged the PR. I’ve seen it on Sunrise, I’ve seen it on Channel Ten News, I’ve read about it in the papers, and we’re discussing it here. It’s got PR-ability and I’d like to see more of that.”

However, OMD CEO Mark Coad questioned whether the campaign – which has come in for some criticism – would appeal across the board. He said: “I really enjoy travelling Qantas because, when you step on the plane, you already half feel you’re at home, but I’m not sure how it’s translated into an ad. It’s beautifully shot, but it doesn’t seem to have that international framing.”


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