6 years (already?) after its latest campaign, “France is in the Air”, and its adaptation in a safety instruction video, Air France unveils the video that will accompany its passengers for the next few years.
Incidentally, Air France has changed agencies in the meantime (from BETC to TBWA), so we were waiting to see whether this change would represent a break with the past or a change in continuity.
We’re leaning more towards the change with continuity : this campaign (yes, because safety instructions are now as much a part of communication as of flight safety) continues to emphasize the French art de vivre that the airline wishes to embody, but in a more concrete and less “fantasized” world than the previous one. For those concerned about the huge budgets that might have been spent to film in certain locations, it would seem logical that the partnership with Atout France (the agency promoting “destination France”) has eased or even cancelled the pain.
The music is more subdued than on the previous campaign, at least less heady, and we won’t complain about that. Very pleasant at first, she ended up getting on your nerves after a while (or maybe it was us who flew too much?).
And last but not least, we’re back with a familiar face, as actress Dorcas Coppin, who played the lead role in the previous campaign, reprises her role as “mistress of ceremonies”. It’s a good idea to have a recurring character, especially when passengers memorize him or her, as seems to have been the case.
Some find the video a little too long: 5 minutes 29 is a long time, it’s true. All the more so as we fear that in the months to come, airport traffic will not result in taxiing times long enough for passengers to pass the time. For information, the previous campaign was 4min39.
By way of comparison, Turkish Airlines’ “Lego 2” campaign (which has now disappeared from the web), which we liked at first but found tiresome by the end (especially as it was played twice in a row in two different languages) was 4 minutes 27 seconds long, Air New Zealand, which has always been noted for its “cinematic” instructions, did not exceed 3 minutes for for its “Biodiversity” campaign, and 4min07 for its “Air All Blacks” campaign.
All in all, a very pretty video, all the more so as TBWA’s first COVID campaign for Air France could have led us to expect the worst, and a wholesale massacre of the airline’s image.
Speaking of Air France’s advertising campaigns, which we all agree have always been very successful, with their ability to convey a particular universe and a real talent for finding the right soundtracks, we leave you with a nostalgia sequence with BETC’s remarkable farewell message to its former client…
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