Cultural Campaigns: Airline Ads Portray the Aircraft as a Destination
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APEX Insight: The commercial aircraft is not only a means of getting from point A to point B; design and technological innovations have transformed the cabin space into its own unique destination. Recent advertising campaigns from airlines are adding to the “aircraft as a destination” trend by presenting the airplane as a culturally specific space where stereotypes are either unapologetically played out or boldly re-written.
In an increasingly globalized world where airlines are the prime movers, one wouldn’t necessarily expect airline marketing initiatives to participate in discussions of cultural stereotypes. International carriers have the shared goal of making the world a smaller place by connecting different cultures, yet some are looking inwards, focusing on the traditions, values and aesthetic of their geographically distinct home base. The following campaigns rewrite the commercial aircraft as an untethered cultural hub where local stereotypes are either unapologetically played out or boldly re-written.
Rococo Reimagined
Air France’s latest advertising campaign, created in collaboration with BETC Paris, hones the universal appeal of French flair. Rather then shy away from the idiosyncrasies of French culture, Air France has brought them to the foreground and reminded us why the country is second to none when it comes to the finer things in life. The video’s style is reminiscent to the carrier’s previous utopian, dream-like campaign, “France Is in the Air,” but is even more explicit about the airline’s strengths: service, comfort, Sky Priority, gastronomy and Charles de Gaulle Airport. With five videos each exploring one of these pillars, Air France shows that the airline passenger experience needn’t be drab – especially with an airline that hails from the land of fresh butter croissants, haute cuisine and pretty pastels.
https://www.youtube.com/watch?v=j0LeK5bOSMM
Aeromexico: A No-Sombrero Zone
“Aeromexico shows you that it’s different,” says the carrier’s latest ad. The line is a double entendre. For one, the carrier claims to be in a league of its own when it comes to service and in-flight offerings. For another, Aeromexico shows viewers that Mexico is not what they’d expect. The 30-second video is composed of a series of vignettes, each of which dispel a particular stereotype pertaining to Mexico. Unlike Air France, which makes the most of its home country’s stereotypes, Aeromexico confronts them: Its men are not all macho, it’s not just a spring breaker’s paradise and its flag carrier serves more than water. “Aeromexico is evolving, and we are looking to break the mold to meet the needs of our customers and enhance their travel experience,” says Aeromexico’s chief revenue officer Anko Van der Werff.
https://www.youtube.com/watch?v=Za8JyKxnQ3M
JetBlue Is Blue and Red
JetBlue is not one to shy away from controversy – in this case, from the increasingly contentious political climate in the US during election season. In its recent video ad, entitled “Reach Across the Aisle,” a JetBlue representative tells 150 passengers flying from Boston to Phoenix, that they’ll each be given a free round-trip ticket to any of the carrier’s national or international destinations. The caveat – passengers must unanimously agree on the destination. JetBlue attempts to dismantle the current individualistic vision of American society in a bid to show prospective customers that the convivial American spirit subsists – at least on board. The choice of the Boston to Phoenix route was strategic, with the cities having disparate political histories and identities, and so was the ad release date – right before Super Tuesday on March 1. “We’ve seen so much news coverage lately that paints the picture of a society becoming increasingly polarized and politicians incapable of working together,” says Elizabeth Windram, the airline’s director of Brand Management and Advertising. “This video is our way of questioning that assumption.”
https://www.youtube.com/watch?v=EPurzKVTlU4