Awkward phony selfie failures promote low airfares

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.   

CREDITS

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