Qantas has ditched the Atlas theme created by Silverchair frontman Daniel Johns and returned, at least for now, to the patriotic strains of I Still Call Australia Home.
Also axed: last year's You’re The Reason We Fly campaign, for while Johns' anthem was written.
Both seem to have been deep-sixed by Qantas' corporate affairs chief and spinner supreme Olivia Wirth, who recently brought the airline's marketing and brand operations under her wing.
Johns' opus, along with the accompanying TV commercial, was widely criticised, and even at the time of its launch Qantas said the iconic I Still Call Australia Home campaign – which launched over a dozen years ago, with the Sydney Olympics in 2000 – would "still play an important role for us, especially around national occasions. It’s very much our ‘national anthem’."
Qantas re-introduced a gentle acoustic instrumental interpretation of I Still Call Australia Home as the subtle soundtrack of its new Qantas Frequent Flyer campaign For Every Journey which debuted on Australian TV stations last Sunday evening.
The airline has since confirmed that Atlas and its parent campaign have both been put out to pasture.
A Qantas spokeswoman told media and marketing website Mumbrella that "The ‘Atlas’ soundtrack was used for the ‘You’re the Reason We Fly’ campaign last year, we have a new campaign in the market and have no plans for any further roll out of last year’s campaign."
The spokesperson reiterated that “The I Still Call Australia Home campaign continues to form part of the Qantas brand and marketing activities... we will continue to use I Still Call Australia Home in ads for special occasions and for live performances.”
Here's a quick recap of Atlas from the You're The Reason We Fly spot.
Follow Australian Business Traveller on Twitter: we're @AusBT