Qantas releases second 60-second TV ad as brand push continues
Qantas has rolled out its second of five 60-second TV commercial out of five as it continues to roll out shorter versions of the two-minute brand ad that kicked off its ‘feels like home’ campaign last weekend.
Launching on Sunday night, the spot tracks seven-year-old Charlotte who has been holidaying with her grandparents in Los Angeles as she flies home to see her parents in Brisbane.
https://www.youtube.com/watch?v=azUM9yOMEJA
The campaign has been created by Lawrence Creative Strategy with the next three 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.
Qantas’ first 60-second spot focused 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.
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Wallpaper. Contrived, bland, sad wallpaper.
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I know it’s Friday morning and you are probably tired from a long week of ‘blogging’ but why be so sad?
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So we’ve had the crying girl in London, now the kid coming home to the land of kangaroos bounding across the landscape…what’s next…the backpacker from South America? So many cliches from Qantas who are hoping the teary ads cover up for the fact that they have sacked thousands to remain in business and nothing has really changed in terms of their service. Maybe they’ll next be “striding purposely” like Vigin flight staff in lines across the tarmac. Where’s the fresh thinking from airline brands?!!
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Fresh thinking is Air NZ, daylight second.
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@Groucho by name, Groucho by nature because a once great airline is reduced to this crap, and because some people actually think it’s OK.
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100% with Groucho.
Same strategy. Same insight as ‘I still call australia home’.
Worse ad. Worse airline.
Just run ISCAH again and you’ll probably achieve better results.
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I’d like to know how many kangaroos they released to get that shot…
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They should have done a Mad Max spoof of Air NZ’s Hobbit series…now that would be funny…and somewhat more refreshing than this.No offence but there is nostalgia and then there is narcolepsy.
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Don’t know what about these ads has induced such harsh criticism. I, for one, think they do a great job of encapsulating the feeling of traveling and they do a great job to bring Qantas back into my consideration set for air travel.
Sure they’ve had a tough run PR-wise, but discounting that, I think these ads are very well done.
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Trying to play with the sentiment. I reckon for most Airliners are more associated with going away, instead of coming home….
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Tugs on Australia sentiment
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