Jetstar's helped old bandmates play together again in its latest campaign via BC&F Dentsu.
The spot, called ‘Do It Again’, features Kiwi band Tramp who, in 1972, competed at Studio One New Faces—the seventies equivalent of the Smokefree Rockquest. As the ad explains, that was the last time the six band mates saw each other, until Jetstar got them back together for a band reunion and jam session in Wellington.
Paul Catmur, chief executive of BC&F Dentsu, says the concept came from the idea we’ve all been on a trip we wish we could relive.
“We thought it’d be great for Kiwis to open up their photo albums and go through their best travel memories.”
He says together with The Hood & Co, the team searched high and low through social channels to find a group of New Zealanders that had a great story from back in the day that they could do again.
“We were lucky enough to find a group of friends who hadn’t been together in 46 years, which made for a very special reunion.”
Airlines reuniting people in brand campaigns is nothing new and in 2016, Air New Zealand had a similar idea when it reunited a WWII veteran with his long-lost English love after 71 years apart.
Called 'Timeless Love', the video was released for Valentine's Day, and watched as 93-year-old Norwood Thomas flew from the US to Australia to see 88-year-old Joyce Morris.