A jetpack in the desert: Hallenstein Brothers checks Dubai and Morocco off the travel list

  • Advertising
  • February 15, 2016
  • Damien Venuto
A jetpack in the desert: Hallenstein Brothers checks Dubai and Morocco off the travel list

The streets of Cuba, the vistas of Rio De Janeiro and the desolate Salt Flats of Utah are just some of the breath-taking landscapes Hallenstein Brothers has featured in its advertising. 

And the Kiwi brand has now added to this list, releasing a new spot that takes the viewer on a short trip through Morocco and Dubai.

Alongside the stunning locations, Hallenstein Brothers has also added considerable cool factor to its brand by basking in the glow of various influencers. 

On the product development side, this has included a collaboration with will.i.am for the Ekocycle range; and, in its advertising, the likes of Jay Alvarrez, motorcyclist Carey Hart, The Script lead singer Danny O’Donoghue have all featured in previous campaigns.

   

And in keeping with this approach, the brand has teamed up with Jetman pilot Vince Reffet, who shows off his jetpack flying skills, obviously while clad in a suit.

In addition to Reffet, the spot also features a cameo from American actor Shaun Ross, who garnered international fame for being one of the first albino pro models after being discovered on YouTube.

In the context of changing perceptions on strength or beauty in mainstream media, the inclusion of Ross is important for the brand because it steps away from stocktype image of what constitutes handsomeness.   

The creative idea was again developed by Lachlan McPherson & Friends, and the agency’s founder Lachlan McPherson says the spot serves as the foundation for a broader campaign. 

“The launch spot sets the scene for a series of digital films exploring the notion of what it means to be a ‘Brother…” McPherson says.

This campaign comes off the back of a recent forecast from Hallenstein Glasson Holdings saying that first-half profit for the retailer (which includes both Hallenstein Brothers and Glassons) had dropped by 20 percent from last year’s figure of $8.6 million.

This dip has been attributed to a drop in value of the Kiwi dollar, which has led to the buying power of the currency decreasing in the international market. 
  
It is, however, worth pointing out that this drop in profit isn’t necessarily indicative of Hallenstein Brothers performing poorly, in that the numbers also include Glassons' revenue figures.

Also, these numbers must be viewed in the context of the 2015 first-half financial results, which showed the company enjoyed a 40 percent year-on-year lift in profitability. 

Hallenstein Glasson Holdings’ full earnings results for this year will be released on 23 March.         

Credits:

Client: Hallenstein Brothers
Agency: Lachlan McPherson & Friends
Production company: CocoShoot
Director: Michael Rizzi 
Jetman scenes: Jetman Dubai, XDubai, Dubai film
Post Production: Jon Baxter, Perceptual Engineering
Music: ‘Big Fish’ by Braves

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