Jenny Chan 陳詠欣
Sep 6, 2016

Lufthansa suggests that German quality is a form of filial piety

In its first campaign localised for China, the airline addresses an aloof, efficient image with a story about family ties.

In its first campaign localised for China, the airline addresses an aloof, efficient image with a story about family ties.

A businessman son gets into his cab-driver dad's vehicle without knowing it. But the bond between father and son has been so weak that the son doesn't even recognise the father's voice, so he atones for it with...a flight on a German airline.

It's not a gift idea one might immediately think of. But then this is not the kind of ad one might immediately expect from a German airline. 

However,...

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