Qantas Olympics Wishes in Suitcase

Qantas has a campaign in Australia connecting the airline with the Beijing Olympics. At the centre of the advertising campaign is a television commercial, “Suitcase”, in which champion swimmer Liesel Jones takes a suitcase full of best wishes on to the plane to China. The TV ad is screening constantly on commercial television but has also been added to the Qantas YouTube Fan channel. Qantas registered the channel in 2006 but has only activated it in the last week.

QANTAS suitcase

Olympic athlete Cathy Freeman and people from a number of walks of life send their greetings to Australian swimmer and Qantas ambassador Liesel Jones. Members of the public are invited to upload their videos in response.

Click on the image below to play the video in YouTube


The Qantas Olympics campaign was developed at M&C Saatchi, Sydney, by group heads Mike Mille and Andy Flemming, executive creative director Ben Welsh, regional creative director Tom McFarlane, digital creative director Matt Cumming, senior account director Kerrie Jones, digital account supervisors Elly Gillis and Rebecca Bezzina, agency producer Baz Milas.

Filming was shot by Bruce Hunt via Radical Media, with producer Cate Jarmin and director of photography Garry Phillips. Post production was done at Guillotine and Fin Design.

See my earlier post on the history of the I Call Australia Home campaign: The Spirit of Australia.

  • El Gordo

    This is not a good ad.
    It makes me cringe and I had to stop it half way through.

    There are many many ads similar to this that sort of pulls it off, this one does not.

  • Martine Atherton

    I love this ad. Especially the little old lady’s comment … and don’t talk to strangers…

  • Tania

    My children and I love the commercial!

  • pakstah

    this is a good advertisement its realistc thats wat makes it good

  • Very Cheeky

    QUESTION — Why does Liesel Jones tell them to SHHHHHHHHHHHHHHHHHHHHH!!!!!!!!
    I think Australians are not encouraged to show emotions and voice opinions.
    that is why 80% believe in global warming