FCB has made a new TVC for Air New Zealand that takes a complex topic – that four different types of domestic flight tickets are always available – and turns it into a smoothly transitioning story, literally.
The TVC involves a young lady travelling through four distinct scenarios – a concert, a bush walk, a business meeting and the birth of her niece. FCB worked with The Sweet Shop’s Damien Shatford to carefully orchestrate the transitioning between scenarios: a couch is pulled from a living room which opens up into a dance concert, from which she then tramps into Milford Sound, then to a work meeting in work clothes. She then transforms her outfit and the boardroom table switches into a maternity ward bed holding her sister and new baby. For each setting, it becomes clear that she would need a distinct seating option.
Tony Clewett, FCB’s executive creative director, said the topic was a challenge, given the layers of detail involved and the need to show travellers the relevance of each different offering.
“We needed to transform what is relatively detailed information, into something that caught people’s attention, in a light hearted, relatable way.”
Air New Zealand has had FCB as its lead agency since early 2012, but uses True to create its well-known in-flight safety videos.
Kelly Kilgour, corporate communications expert at Air New Zealand, says "Air New Zealand uses a variety of agencies to ensure diversity of thought and ideas". However she says across all Air New Zealand campaigns "we ensure that our brand promise of liberating travellers shines through".
The soundtrack on the latest TVC was developed by Pete van der Fluit of Liquid Studios.
The new domestic fares are available now, for travel from 21 July 2014.