FCB's ad for Air New Zealand's new seating options blew "most of our norms out of the water", says Harriet Dixon, account director at Colmar Brunton. The ad has stolen the Ad Impact Award for June.
"The ad made points that were fresh and different from other airlines, but also believable and relevant – relevancy in particular scoring the highest we’ve seen so far this year," she says.
She says it was not only impactful for viewers, but scored the highest of all the ads this month in terms of branding and persuasiveness.
According to FCB executive creative director Tony Clewett, the ad stands out because it's full of factual information yet delivered in a fun and engaging way. "It's fast paced energy – the lively lead character, multiple set changes and catchy music all make for a very watchable ad," he says. The biggest challenge for him was ensuring that all four messages were clearly communicated, and that they demonstrated the benefits of each seat option in a relevant way, but Dixon says nearly everyone surveyed by Colmar Brunton found the ad easy to understand.
Good thing, too, because Air New Zealand may now be watching customer behaviour closely. Andrew Dale, chief executive of corporate travel agency APX, told Stuff that while corporate travellers would embrace the change quickly, it was "a bit of a gamble" for Air New Zealand. "They'll be watching very closely which of these four types of products are the most popular. This is the first time you can really differentiate the price you pay and the service you receive," he said.
Yapping closely at Air New Zealand's heels was the most enjoyed ad this month from Tux (by Assignment Group and Adam Stevens of Robber's Dog), illustrating the enduring cat-dog war with a dog herding up cats to be sent away on a bus, and Audi’s ‘Land of Quattro’ TVC by BCG2 which again roamed through picturesque New Zealand scenery, this time ice and mud and danger involved, with a more intense soundtrack.
Asia Pacific Executive Creative Director – James Mok
Executive Creative Director – Tony Clewett
Copywriter – Alan Jones
Art Director – Angelo An
Designer – Nick Smith
Creative Services Director – Jenni Doubleday
Senior Account Director – Laura Goldie
Account Director – Nicole Quin
Account Manager – Emily Jagger
Senior Planner – Keith Pinney
Head of Content – Pip Mayne
Content Producer – Casey King
Production Company – The Sweet Shop
Director – Damien Shatford
Film Company Executive Producer – Fiona King
Film Company Producer – Ben Dailey
DOP – Andrew Stroud
Photography – Reload
Photographer - Stephen Langdon
Grade – Toybox, Dave Gibson
Online – Beryl, Mat Ellin and Andy Timms
Music Composition – Liquid Studios, Peter Van der Fluit
Music Composition Producer – Sarah Yetton
Audio – Liquid Studios, Craig Matuschka and Dan Nathan