Ad Nut
Jul 19, 2017

Did you know Katie Holmes and Cuba Gooding Jr created New Zealand?

Air New Zealand's latest in-flight video / online ad is pointlessly surreal.

At this point, Air New Zealand is either firmly committed to or unhappily shackled to its in-flight safety videos. The formula made a big splash in 2012 (see Air New Zealand's Hobbit-themed safety video becomes global viral hit), and further efforts have been creative and fun, albeit with somewhat smaller impact.

With the latest effort, above, the brand seems a bit too desperate to do something weird in order to break through the law of diminishing returns. Thus we get decidedly non-A-list actors Katie Holmes and Cuba Gooding Jr as apparent gods (the white suits are a giveaway), boasting about "the most beautiful place we've created yet". Then we're treated to a bunch of surreal but pointless images, such as skiers slicing through cappuccino foam and river rafters riding in the clouds.  

Ad Nut supposes it works as an mildly entertaining attention-getter for the captive aircraft audience. But it's too tedious to be anything more, and Ad Nut wonders how long the brand will continue to spend on elaborate videos that only reach the people who are already sitting on one of the airline's jets. 

The creative agency is True, with Auckland-based production company Assembly.

Ad NutAd Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. Check out Ad Nut's Advertising Hall of Fame.

 

Source:
Campaign Asia

Related Articles

Just Published

14 minutes ago

Generative AI is here—but it’s not ready for prime time

The ad industry is experimenting heavily with gen AI, but deploying it widely on client work comes with too many liabilities.

32 minutes ago

Which viral stunt of the last decade fell the flattest?

From the Wonka-themed experience in Glasgow that went from whimsical to wild to Shein's fabricated influencer trip to Guangzhou, which viral social media phenomenon took the internet by storm?

55 minutes ago

40 Under 40 2023: Jeremy Yang, Veridooh

Jeremy Yang and Mo Moubayed founded adtech startup Veridooh in 2017 with a passion for creative and valuable solutions.

7 hours ago

Gatorade advocates for more play areas in urban spaces

From vacant parking lots to deserted streets, Gatorade and Leo Burnett are revolutionising urban environments into vibrant play zones in India.