Aussie columnist (and ad agency veteran) Robert Strohfeldt, writing in the latest issue of B&T, has heaped praise on the latest Air New Zealand TVC, Better Way to Fly, shot in NZ for the Australian market.
“Here is the making of a great campaign that ticks every element of a proper creative brief, and containing the core elements of target, objectives, proposition, support, tone and mandatories,” Strohfeldt writes
“Thank you to the creators of the Air New Zealand TVC (and that is all members of the team, not just the creative team) for such a vivid reminder of what advertising is meant to be about and that is much more than just numbers on a media schedule.”
Read the entire B&T review here
The background
Air New Zealand set its sights on Aussie travellers with this tongue-in-cheek ad campaign that aims to convince Australians that Air New Zealand is a better way to fly to North and South America.
Chief revenue officer Cam Wallace described Air New Zealand’s network of international destinations and superior inflight experience as the Aussie travel market’s best kept secret.
“Kicking back in Air New Zealand’s world class lounge in Auckland beats a domestic connection hands down,” he told B&T. “Then there’s our great long haul service which includes menus prepared by internationally renowned chefs, wines selected by Masters of Wine, true lie flat beds in Business Premier, spacious luxury leather Premium Economy seats and the innovative Economy Skycouch that’s perfect for families.
“We’re famous for celebrity filled safety videos and stand out marketing campaigns and this time we’re thrilled to have teamed up with Australian acting royalty Bryan Brown as the distinctive voice of ‘Dave’ – a migratory bird who’s learned the benefits of flying long haul with Air New Zealand rather than sticking with the flock.
“Through CGI technology and the familiar voice of Bryan Brown, Dave bursts into life as Air New Zealand’s number one fan when it comes to flying to North or South America.”
CREDITS
Agency: True Auckland
ECD: Craig Pethybridge
CDs: Dom Antelme & Ian Sweeney
Copywriter: Duncan Blair
Agency producer: Fiona Champtaloup
Group account director: Helen Prangley
Client: Air NZ
GM Global Brand & Content Marketing: Jodi Williams
Brand development manager: Justine Murphy
Chief revenue officer: Cam Wallace
Retail and trade components: Host Sydney.
Production co: Plaza Films
Director: Paul Middleditch via Plaza Films
Executive producer: Peter Masterton
Head of production: Megan Ayers
DOP: Daniel Ardilley
Editor: Dave Whittaker (at The Editors)
Colourist: Ben Eagleton
3D animation & post production: Blockhead Auckland
Music: Composed by Ramesh Sathiah at Song Zu Sydney
Sound design and audio mix: Liquid Studios Auckland (Craig and Brendon)
Voice-over: Nylon Studios Sydney (by Bryan Brown via Shanahan Management)
Still photography: Fraser Clements (Match Auckland)
Retouched: by Denny Monk at Cream Studios Sydney
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