Matthew Miller
Nov 26, 2014

Awkward phony selfie failures promote low airfares

INDONESIA - A series of spots for AirAsia by Saatchi & Saatchi Indonesia asks why a person would risk getting caught faking a vacation selfie when affordable airfares are so readily available.

Client: AirAsia

Agency: Saatchi & Saatchi Indonesia

Market: Indonesia

Campaign scope: Set of three TVCs: 'Snorkeling' (above) and 'Beach' and 'Merlion' (below), running on national television and the brand's YouTube channel.

Press release quote: Alex Tagaroulias, ECD: “Social media is starting to cause stress amongst its users. They’re posting things to make themselves look amazing even if they need to bend the truth to do so. We thought we’d tap into this cultural phenomenon.”

Comments: We like the clear message here, and the way the humour is allowed to arise out of the small touches, rather than over-the-top acting or slapstick. For example, note the friend on the right in the 'Beach' spot (below), who simply cannot figure out where to hide the prop drink and electric fan. Having the participants in the scene notice the arrival of the floating red circle is a fun and memorable device as well.   


Agency: Saatchi & Saatchi
Production Company: Fat Belly Pictures
Director: Bevan Cullinan
Exec. Creative Director: Alex Tagaroulias
Art Director: Eddu Enoary Eigven, Andra Miyanka
Copywriter: Alex Tagaroulias
Agency Producer: Fiully Santini
Account Director: Marissa Thalib
Post Production: Prodigi House
Editor: Reggy Jocom
Music&Sound Prod: Sound Village

Related Articles

Just Published

12 hours ago

Mindshare adds dedicated China leadership

EXCLUSIVE: APAC CEO Amrita Randhawa has relinquished her China responsibilities to two new leaders, Benjamin Condit and Linda Lin.

12 hours ago

Pinterest unveils new tools and insights for marketers

Major takeaways from the platform’s first global advertiser summit.

12 hours ago

Crash Course: How to develop a content strategy

You know content should be a key part of your overall brand strategy, but where do you start? This course explains the key steps you should take to ensure an effective content journey.

13 hours ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.