Air China goes ‘above and beyond’ with new commercial

According to the team at Ogilvy, a common selling point recently in the domestic travel industry is the airline’s hardware or internet access capability. This project aims instead to emphasise Air China’s customer service experience.
 
The TVC is shot from the perspective of a cute and cuddly teddy bear in every step of its journey from checking-in alone to settling into its seat onboard the aircraft. The TVC underscores the point that Air China treats all passengers as distinguished guests, no matter who they are.
 
To target both domestic and international travellers, the ad will air through in-flight channels, ticketing offices in China and on Hong Kong-based Phoenix TV. It will also go live in Air China’s key markets like Europe and North American. The commercial will run until 2011.

Jacky Lung, creative director of O&M Beijing said the filming was a good experience for himself because he is part of the target audience.

“We also encountered a snowstorm while we were shooting the ad. We thought it would affect our filming since we hadn't planned to include snow scenes. What we didn't expect was that the falling snow enhanced the nostalgic feeling of the ad,” Lung added.



Credits:
Project Be our guests
Client Air China
Creative agency Ogilvy & Mather Beijing
Creative director Jacky Lung
Art director Zhongshun Wu
Copywriter Qian Wan
Agency producer Yi Hong
Media agency Mindshare
Production company Verve Films
Exposure Television