Qantas recruits Hugh Jackman to tackle diversity, asking Australians to ‘stand up’
Qantas has recruited Australian actor Hugh Jackman and Australian of the Year Adam Goodes to tackle diversity in a campaign which encourages Australians to “stand up” for equality.
Created by Brand+Story, the ‘Stand Up for the Spirit of Australia’ campaign features a same sex couple getting married, wheelchair basketball players, Muslims playing cricket, Wallaby rugby players celebrating with the crowd and people marching in the Mardi Gras parade.
The ad aims to express Qantas’ Australian spirit of “standing up for a fair go”.
Vanessa Hudson, Qantas group executive, said the company carries over 50 million people from all different “walks of life”.
“We don’t all think, look or act the same and that’s a huge asset. This video is about celebrating the strength that comes from diversity and why it’s one of the great things about the kind of place Australia is.”
Goodes added: “As a Qantas Ambassador since 2013 I continue to proudly stand up with Qantas and support their commitment to promoting diversity and inclusion in Australia and celebrating the contribution of Aboriginal and Torres Strait Islander people this great nation.”
Credits:
- AGENCY: Brand+Story
- CREATIVE: Paul Chappell + Josh Whiteman
- DIRECTOR: Josh Whiteman
- EXECUTIVE PRODUCER: Paul Chappell
- PRODUCERS: Karen Muxworthy + Mick Perry
- DOP: James Brown + Aaron McClisky
- EDITOR: Cameron Hales, The Butchery
- ONLINE POST: Drew Downes, The Refinery
- POST PRODUCERS: Amelia Bromley + Rose Harding, The Butchery
- SOUND DESIGN: Abby Sie, Song Zu
- MUSIC: Karl Richter + Mel Jong, Level 2
- MUSIC ARRANGEMENT: Bernard Fanning + Nick DiDia
Had to turn this off at 45’
Let this please mark the end of misguided ‘purpose’ led comms.
The purpose of an airline is to transport people literally and sometimes figuratively.
Honestly. This is the worst. Focus on the drivers of airline choice for god’s sake.
And for the naysayers; I’m a gay Muslim, ginger, transsexual, ok? So please, focus on the strategy and the creative.
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Virtue signalling. Please, just fly me to my destination as best you can.
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Qantas is standing up for equality? The same company that insists a large portion of it’s female workforce wear high heels and makeup t work?
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Isn’t this just more content masquerading as creative?
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Diversity and equality? Weren’t those wars won years ago? Does anyone care about your virtue signalling for what should just be standard practice these days?
Just get me some decent food and to my destination on time. I don’t care about the colour of the person serving me.
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Usually Qantas is right on the mark. I still call Australia Home. Feels like home to me. But this? Taking a moral high ground feels wrong. It’s patronising. Stand up? Yep. We have to because your seats are too bloody small.
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This is a fantastic campaign that celebrates so much of who we are. I love the catchy song and the varied choice of people featured. Beautiful wedding! Proud to be Aussie, and stoked to be a Qantas Frequent Flyer. Thanks for delivering such an important and positive message!
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