I’ve written a lot about how bad airline advertising is.For an industry that is selling escape, adventure, discovery and recuperation – I’m shocked how terrible it is.
Sure, there’s exceptions … Virgin has always been strong [and not just because I was involved in so much of it] and the S7 work from Wieden Amsterdam was wonderful, but the majority are the sort of bland rubbish I’ve ranted about from Singapore and Turkish airlines.
Well there’s a new shit airline ad challenger in town and it’s Lufthansa.
What. The. Hell?
Everything about this piece of awful bemuses me.
The only reason being on a plane at sunrise/sunset is better than being on a rooftop bar with your mates is because you get a better view.
That is literally it.
Sure you might be going on holiday.
Sure you might be sat in business class.
But in terms of that fleeting 60 seconds you get to see the sunset/sunrise, I can assure you it’s better to be at a rooftop bar with your mates.
Even more so if you’re talking about watching the sunrise … because the only reasons you’re awake at that time are shit.
1. You’re jet-lagged to hell.
2. You’ve been woken up mid-sleep to be served some sloppy breakfast that is way too early for you to digest.
And yet they still have the audacity to say ‘air travel engineered around you’.
No it’s not.
Unless this ad was created to appeal to an uber-niche target audience that get sexually excited at seeing sunsets, there is absolutely no evidence Lufthansa engineer their air travel around their passengers needs.
Maybe I should test it.
Hey Lufthansa, I really like spending the day with my family and I hate having to go through all the hassle of getting to the airport and then dealing with security so could you bring your plane near my house and wait for me for when I’m ready to fly?
Could you?
Please … after all, you engineer air travel around me.
You silly, lying, bad-marketing fools.