Australian airline Qantas has launched a 60 second television commercial as part of its “You’re the Reason We Fly” branding campaign, featuring “Atlas”, a track by Australian singer/songwriter Daniel Johns. The ad includes a mosaic of over 25,000 Australian faces, gathered after Qantas called for Australians to volunteer to be part of the new campaign. “Australians fly for many different reasons, we fly for one, you’re the reason we fly”. Over 60,000 Australians entered their photo and name on Facebook, by mobile phone, for the chance to be seen in the television commercial and get their name on a plane. The names chosen to adorn the A380 and B737 will be unveiled in August.
“Australians, you believe in openness. Getting out there and doing more, seeing more and expecting more. You believe anything is possible. You’re the new spirit of Australia. While you might fly for many different reasons, we fly for one. You’re the reason we fly.” Click on the image below to play the video in YouTube (HD)
The Qantas tag line, “Spirit of Australia”, with the addition of two letters, has become “Spirit of Australians”. Click on the image below to play the A Tale of Two Letters commercial in YouTube (HD)
The “You’re The Reason We Fly” campaign was developed at Publicis Mojo, Sydney, by chief creative officer Craig Davis, creatives Ian Williamson, Pim Van Nunen, Roddy Kerr, producer Caroline Barry, executive agency producer Roy De Giorgio, group account director Hayley Peacock-Gower, managing partner Carl Colman, working with Qantas Lewis Pullen
Still photography was by Michael Corridore.
Music, “Atlas”, was composed, arranged and performed by Daniel Johns, with the Australian Chamber Orchestra. The full Atlas song will be available to download for free from iTunes in the coming weeks. Atlas will also form the backbone of the Olympic ads featuring Aussie athletes Liesel Jones, Bernard Tomic and Steve Hooker among others. Click on the image below to play the Making of Atlas video in YouTube (HD)