Not many people know that Burger King pulled out of France for 15 years between 1997 and 2012. Because it didn’t. But the fast-food chain gleefully imagines such a nightmare scenario in a new seven-minute mockumentary from agency Buzzman.
Air France must have decided that their previous on-board safety videos didn’t have enough hot women in them… because their new one is chauvinistic even by French standards.
Made by BETC and slickly choreographed, the whimsical clip goes through all the standard airplane safety stuff—exit locations, tray tables, etc.—and goes out of its way to add that a properly fastened seatbelt “will elegantly highlight your waistline.” I hear the oxygen masks bring out your cheekbones, too. Yeesh.
The costumes and color palette anchor a fun and playful late 1950s-early 1960s vibe, reminiscent of that bygone era where people dressed up and got excited to fly (or maybe just of an Old Navy commercial). The winking approach extends to the props, with cutesy set pieces where the actresses play with smartphones and tablets—pictures of cats on the screens, naturally—hidden away inside giant, pastel colored books. Because isn’t that cheeky and endearing?
It is, in a way. But if the tone were less condescending, the whole thing might fly better.
The marketing mavens behind Mad Men are tapping into the golden age of air travel with their promos for the drama's upcoming final season, and now Air France too is trying to keep the dream of glamorous transatlantic transit alive.
In a series of print ads gorgeous enough to frame, agency BETC has put a retro veneer on Air France's modern luxuries. (Say, is that Marie Antoinette in business class?)
The images, with the tagline, "France is in the air," are fanning out across Instagram, Pinterest, Facebook, Twitter and other digital platforms. Print and radio are planned in a dozen countries.
Compare the campaign's nostalgic, feet-up, perk-filled promises with the reality of domestic travel in the U.S., often akin to riding in a giant, jam-packed city bus in the sky, and summer vacation season can’t come soon enough.
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L’agence BETC et les photographes argentins Sofia & Mauro ont collaboré pour la nouvelle campagne print d’Air France qui prend pour nouveau slogan « France is in the air ». Les affiches ressemblent à des clichés de mode et sont accompagnées de phrases clés. Plus de détails dans la suite de l’article.
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