Member since 31 Jan 2017
Total posts 4
I agreed. totally agreed. Why just humour! Why humour also on every comercial you see on tv. It makes no scene at all. Just confusing and almost to the point of a comedy advert instead of the real thing. Who remembers the beautiful long theme qantas song and every kid in a white tshirt sorrounded in capital cities across the world in the year 2000? now that is what i call a mutual fantastic advert by Qantas. Sad there's nothing like this knowdays at this stage.
Qantas - Qantas Frequent Flyer
Member since 11 Oct 2014
Total posts 378
Hi Jon1! I think it is important to distinguish 'like for like' in this discussion.
It is probably universally accepted that the Qantas "I Still Call Australia Home" marketing is an iconic advertising campaign which had run it's time, having been reshot on film (vs video) several times over a 14-15 year period. This was a TV / film advertisement which was a primary brand promoter. Beautifully filmed, classically soundtracked and produced with exquisite detail. Hence, why it was so successful, loved and effective. Like many, I still have a lot of affection for this piece.
The subject of this thread however, is an in-cabin Qantas Safety Video - one that is not designed for prime advertising either nationally or worldwide for TV. The first ad is designed to capture public imagination and attention - and then convert that to ticket sales. The second is designed as a procedural element to be shown in-flight to converted passengers only.
I guess we all have our own views on the quality of 'in-flight safety videos'. Personally, I find the 2016 version a better execution, rather than the new one. However, I also concur with others that the 'travelogue' methodology can be somewhat distracting from the original purpose - if it is not executed flawlessly or in a compelling manner. A little humour or satire? I don't disagree with that .. provided, once again, that it don't devalue the importance of the main message - safety.
I have to admit - I am not a fan of the ground-breaking 'Richard Simmonds' Air New Zealand video of a few years ago. However, it did break the mould, was inventive and broadened the scope of what had become - for most carriers - something that flyers roundly ignored.
Hi Guest, join in the discussion on
New Qantas safety video
Already have an ET account? Log in below.
Signing up with Executive Traveller only takes a second and lets you
interact with our community. It's completely free and we'll never pass your information on to
Didn’t receive an activation email? Resend one to yourself here.
If you’ve forgotten your password, simply enter your email address
below, then click 'Submit'. We’ll send you an email to re-activate your account and enter a new password.
If you have not received the activation email, simply enter your email address below, then click 'Submit'. We’ll send you an email containing the activation link.
Subscribe to our free newsletter and get the latest news, reviews, tips and more sent straight to your inbox