The television ad demonstrates the benefits of service on board the A380, including on-ground safety checks, cabin staff, plane interiors, cuisine and the in-flight entertainment system. The new TVC was aired on national broadcaster CCTV and Phoenix Satellite Television.
Lively music set in a big-band swing style provides the soundtrack to the TVC, which serves to differentiate China Southern Airlines’ brand image from other domestic airlines in China, according to the agency.
China Southern Airlines has been flying the A380 superjumbos—the first Chinese carrier to do so—on its domestic routes since October last year from Beijing to Shanghai and Guangzhou. Its maiden international A380 service will be on the Guangzhou-Paris route.
“The A380 is a very important factor in the arline's international expansion," said Michael Xia, chief executive officer of Y&R Guangzhou. "We feel the tone and feel of this advert really distinguishes CSN from its competitors.”
Credits:
Project: Preparation
Client: China Southern Airlines
Creative Agency: Y&R Guangzhou
Director of Creative Department: Dicky Mon
Senior Art Director: Li Jian
Copywriter: Eddie Wang
Designer: Xie Yi Cheng
Exposure: TV, print