The latest China Airlines campaign from Taiwan took the internet by storm with their commercial#WhatTravelBringsToYou.
The new ad, which has attracted 6 million views on YouTube and 9 million views on Chinese social media, took an innovative approach to marketing and made millions laugh.
The unique and fresh approach, compared to the usual generic airlines ads; showing the happy faces while traveling exotic lands, China Airlines took was to showcase travelers lamenting over the bad decisions they made while traveling overseas. The commercial illustrates what people “brought” back from their trips, such as a few extra kilos from Bangkok (relatable), a broken leg from a ski trip or even a baby (surprise!).
Consumers and viewers loved the originality and obviously responded when something fresh, like this appeared in the ad-world. The YouTube description of the video campaign reminds us- that yes, when you come back from your travels, you always bring back something with you, such as “dirty clothes, cosmetics purchase for friends and “blisters you’ve earned on the streets of Rome and sunburned skin from Bangkok.”
The smart creatives from Leo Burnett Taiwan really hit a cord and made a commercial that is relatable by showing us the “not so pretty” side of traveling, which in effect is also the thing that makes your travel so interesting and memorable. The netizens were in awe, including some praising the choice of using an all-Asian cast. Furthermore, the extent China Airlines went to promote the campaign was also bold, as they have invited 60 pregnant women to attend the premiere under the pretenses that these pregnant women conceived while on a vacation. The press also referred to their baby fetuses as “souvenirs”.
Taiwanese owned company, China Airlines has been a consistent player for some years in the ad industry as they try to stand out from other competitive airlines. Last year they also had a successful campaign “The Trip You Promised” which gathered 3 million views on the day of its release, which also sparked a great deal of discussion and support. In today’s climate where everything is shockingly negative, the company is obviously making brave and clever decisions as they carefully try to stay in tune with their key markets.
Agency 广告公司: Leo Burnett Taiwan 台湾李奥·贝纳
Chief Creative Officer 首席创意官: Murphy Chou
Creative Director 创意总监: Jin Yang
Agency Producer 广告制片人: Evans Kao
Production House 制片方: Yuan Yuan Production, Taipei
Director 导演: Ging-Zim Lo
Director of Photography 摄影导演: John Lin
Executive Producer 执行制片: Sharon Kuo
Postproduction 后期: Mind Biz Post Production
Editor 编辑: Chang Chien, Pai Mei
Sound Remixer 混音师: Allen Shih