Qantas set to unveil new campaign via Special Group, Sydney promoting its new Business Suite
Qantas is set to debut a new campaign via Special Group this coming Sunday which promotes the airline’s new Business Suite on the refurbished Qantas’ Airbus 330 (A330) international and domestic fleet.
The TVC shows a Qantas customer settling in to their flight after enjoying a Neil Perry meal and enjoying the comfort of the new Qantas A330 Business Suite with fully flat bed. With over 500 hours of entertainment on the new Panasonic eX3 entertainment system, the question posed is which will win out in the end, entertainment or sleep?
The OOH and digital elements of the campaign demonstrate the relaxing sleep customers can experience in Qantas’ new A330 Business Suites.
The campaign will launch on SBS and Pay TV channels, street furniture and selected airport holdings. It will also run across digital and Qantas social and owned channels.
Agency: Special Group
Director: Damon Cameron
Production Company: Collider
Music: Elliot Wheeler (Turning Studios)
Post Production: alt vfx
27 Comments
No so special from Matty and Dave.
And hello Qantas.
Good to see you resisted the temptation to do an ‘it’s about a flat bed’.
Well done on Qantas by the way – great start.
This is not what you’d from such high flying creatives….awful.
Just put this ad on a loop and you’ll sleep the whole way.
mmm, not that good is it…expected better than this.
that really is a turkey
Oooooh a flat bed in business!Almost as revolutionary as the creative.
why would they walk away from a brand proposition like this?
http://www.news.com.au/video/id-k5YndjaTrZqcgrfHoGt_xDcnAEywR-K5/Its-about-Qantas
They don’t know what they’re doing.
This is forgettable rubbish. Matty and Dave should know better.
this is a shocker.
Fuck I laughed out loud !
My how the standard of work changes when you have financial skin in the game.
That idea would have been soundly (and correctly) mocked at TBWA.
The creatives would have been tarred in fluffy feathers and hung from the rafters.
The suit would be made to weep.
The planner humiliated.
The TV producer banished.
It makes the awful TABcorp ad look sophisticated.
You left to do this?
It’s not necessary, but an idea would be nice.
@turkeys, they dropped it for a very good reason, it was shit. And that’s one of the reasons somebody else did the latest big brand campaign, turkey.
Facetious sarcasm obviously isn’t your strong point, so to make things clearer: I think everyone knows it was shit, except the people neck deep in it.
Nobody knows the story behind an ad – and there’s always a story. I doubt this is the one they wanted to make. It has gun to head written all over it.
When will Qantas stop hanging its hat on Neil Perry? The business class food is disgusting – I’ve had better in the economy class of other airlines.
“I’m heaving on a jet plane” there isn’t a single thing Special about their work anymore. Oh how the supposedly mighty have fallen, right out of the sky.
Innovation is easiest when you’re the market leader, leading from the front.
Or, perhaps when you’re the challenger brand, nipping at the heels…constantly looking for chinks in the market leader’s armour.
This is neither.
This is middle of the pack vanilla/beige/wallpaper/me-too dross.
It’s a sad, un-emotive and journeyman execution that belittles a brand that once upon a time had something to say.
Don’t blame Matty and Dave for having the balls to start their own agency, and then one day coming to the realisation that yep, there are bills to pay.
Blame the QF Schmucks who demanded so little of them.
The Board, Alan Joyce, Olivia Worth…they should all be listed in the ‘credits’ here.
Hey Principles, Hmmm, unimpressed etc. When you get the balls to leave a high profile, very well paid ad job to go and do a start-up, let’s talk.
Opening up a branch of a Kiwi agency isn’t the same as ‘having the balls to start their own agency’
But what i do agree with is that this work is rubbish.
I agree that starting a branch isn’t the same as ‘having the balls to start their own agency’.
But what do you call it if not a start up? A half start up?
And I don’t think we should talk about D + M’s pay checks. Or interest in different companies.
They had ‘skin in the game’ at TBWA as well so I don’t see how this is any different.
It’s also a two shot ad – quite a lot for people to hate in two shots apparently. Or maybe it’s not just about the ad…
rubbish
The reason I work for an agency rather than do it on my own is exactly the same reason I pay a financial advisor instead of doing it myself:
When it’s someone else’s money, I push the risk to see a bigger reward.
When it’s my money, caution pisses everything to the wind and it’s a slow grind to nothing, or less money in my retirement kitty.
That aside, at all times every creative should think ‘What would Bogusky do?’
Because that guy took every risk and gee whizz it paid off.
Lyndsay the high flying CEO should also take a bit of heat for this one.
Some people seem pretty twisted about being left behind. ‘Should have stayed at TBWA’ – what on earth for?
Everyone on this blog acts like the worst type of planners – making grand insights from very little data.
Time will answer all questions, where Special sits in the market, where TBWA sits, weather M+D made the right move, etc.
In sport they have a saying ‘look at the scoreboard’ – look at TBWA before M+D and we know what happened after. It’s about what happens next.
That will take the new guys time, it will take M+ D time at Special.
In the meantime it seems all manner of people with an agenda will throw rocks in a rage of self importance thinking it will make themselves feel bigger by tearing others down. Again, time will catch up with you on that.
Is anyone wondering where D5 went in all this? On other trade sites the existing Qantas roster doesn’t list them anymore. Coincidence?