If we were to award a Campaign of the Year gong ‘France is in the air’ for Air France from BETC Paris would be a strong contender.
Packed full of ‘ooh-la-la’ it gives Air France a point of difference – you can’t imagine this getting by alpha males like BA’s Willie Walsh or Ryanair’s Michael O’Leary – and makes travelling look fun rather than an ordeal.
And an on-board safety video with attitude.
While we’re on the subject whatever happened to BA advertising? They do something big every three or four years and then just forget about it – weird.
There’s been a marked lack of magic in UK agencies’ output in 2015 (in sharp contrast to Air France), maybe it’s the so-called ‘content’ boom with a return to, almost, ‘infomercials.’
No-one’s better at these than FCB Inferno and this ad for the Government’s National College of Teaching and Leadership (part of the Department of Education) is a good example: tell a good story simply and effectively. Fancy stuff wouldn’t have worked so well.