This is the best UK ad I’ve seen in a long time
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http://www.youtube.com/watch?v=GiJ4T3E-NM8
It’s one of those beautiful bits of film that makes you cross your fingers and pray that the punchline won’t let it down.
And then the punchline doesn’t let it down.
Brilliant direction; brilliantly simple idea.
Thanks, 101.
Love it.
The definition of “give them 99% ‘what the fuck’s going on’, then give them the answer in the last 1%”
I don’t know who said that. Someone important probably.
Or not, maybe it was just me.
Jesus, I’m a genius.
Really? I genuinely don’t understand it.
Also it’s yet another of those ads where you see one thing happen. And then you see the same fucking thing happen another hundred times. So it’s hardly overflowing with inventiveness.
But it looks nice and the music is good.
I buy what now?
what is it?
What’s Avion?
Beautifully shot. Has a nice feel to it. But I think it is a very poor piece of communication.
Reminds me of the Ad Contrarian post about postcoherent advertising that says:
The primary characteristics of postcoherent advertising is that it assumes…
– we already know what the product is
– or what it’s for
– or how it works
– or why it’s better
– or why we need it
http://adcontrarian.blogspot.com/2011/10/postcoherent-advertising.html
I suppose I just thought it was one of those air miles thingies. Admittedly, I’m not rushing out to find out about them, but then I never really cared about air miles.
it is nice. but as others have said, what is avios. so they did get my interest and i did try to find out on their website.
but the website is shit. hard to find info. thats not ‘integrated’.
i think its alright not to tell what they are in the ad (if thats what they wanted), but if the website doesnt give away the info easily, resolves questions raised, its a fail.
once upon a time i used to see a white wall and think dulux.
but now i just see white.
I thought it was complete cack, very fallonesque for obvious reasons. This sort of advertising is really starting to wind me up, it’s just creatives up there own arse. It tells me nothing about what avious is at all so what good is it. If it’s a brand i know of then fine – but who’s even heard of avious, tell me what they are and what they do. Why should i have to go onto the website? i’m not going to bother. Even a little bit of vo would help but obviously we don’t get that because of creative integrity incase they ruin their silly little film, which is really just some pointless objects flying around. There i said it.
It’s the rebranded Air Miles scheme.
I only know this because of the news.
I suppose those who are have a AM membership would know too via letters and email.
10. You said it very well. Flannon. As in Flannel and Fallon. See?
So, can I finally get my jetpack now?
Thanks for the kind words Ben. Glad you like it.
Thank *you* Mark. Good print, too.
So you run a company called Air Miles. It does exactly what it says on the tin. Why the fuck would you want to change the name? And why would you choose to give it a name that was clearly already rejected by a bus company / insurance broker etc etc. Mad.
Still – at least everyone (management consultant, brand imagineer, design consultant, ad agency, prod co, bloke who stuck the propellors on things etc etc) got paid. I hope…
“My name is Ben and I would like a job at 101.
Lets hope Richard Flintham accidentally reads this blog”
You utter twat.
1. I don’t want any job other than the one I currently have.
2. My friend Mark (commenter 14) is one of the founding partners of 101. I’m not saying Richard reads the blog (how do you accidentally read a blog? I think the whole process has to be fairly deliberate), but I was pretty sure 101 would be aware of this post.
3. I might be an utter twat, but y’know, I’m a happy utter twat.
find it a bit dull to be honest. and i don’t know what it means.
I like the way the objects fly, but if it’s for air miles, why ‘anyTHING can fly’? Do they not have security checks?
Looked up the website. Now I get it. Still confused by the endline though.
Nope. Pretty film. But endline killed the magic for me.
Looks amazing. And the press work is beautiful too. Mark, not living in the Uk anymore. I’d love to know who shot it.
Looks great. Music is nice.
Can you please explain the line Ben, seeing as you love it so much?
I just thought it meant that anything you buy can get you air miles.
But look at all the other opinions: I was wrong to like it.
So, so wrong.
Riiiight…
I still don’t get it. Well, I sort of get it. But it’s clunky as hell.
I love the film but I have to admit I only understood that it meant “anything you buy can get you air miles” when you just said that, Ben.
Then again, maybe other media will do that job. Maybe all the TV has to do is leave me knowing that there is a new company called Avios, it is something to do with flying, and it is cool.
I loved it. thanks.