Fly the Branded Skies

Flyby Wire:  August 25th, 2013

The Work This Week: August 25th, 2013

Welcome to the thirteenth issue of The Work This Week, a weekly roundup of new advertising, identity, and brand experience work from around the airline industry. This week, we’re back from hiatus with a new appearance by the Singapore Girl, big global account reviews by big global airlines, and a new airline identity that’s a little bit vanilla.


  • The Singapore Girl will star in a new series of commercials from Singapore Airlines to be released next week under the theme line “The Lengths We Go To.” The spots haven’t been posted yet but here’s a making-of video in case you enjoy shots of grips holding bounce cards. The music in this video suggests the Singapore Girl theme is alive and well after 40 years. Agency: TBWA\Singapore.
  • KLM promoted its flights to popular LGBT festivals with a special print ad. Agency: Pool, Stockholm. Source: Creativity Online.
  • Frontier Airlines will let you pick your seat. On the plane. Agency: AbbaSez, New York. Source: Adland.
  • In the United Kingdom, the Advertising Standards Authority dismissed Airbus’s complaint about an ad for the Boeing 747-8. Source: Financial Times.
  • Aeromexico apologized after casting specs for an upcoming commercial specified only actors with “white skin.” Source: Washington Post.


  • Just like me in an ice cream shop, executives at the budget arm of All Nippon Airways have considered 200 options and come up with vanilla. Vanilla Air will be the new name for the carrier formerly known as AirAsia Japan. The reorganized airline will start flying in December. Source: The Telegraph.


  • Korean Air is inviting university students to submit designs for a special livery — but according to aviation journalist Will Horton, the prize is, alas, only a scholarship; the livery will not actually be painted on a plane.


  • Air New Zealand has become famous for its unusual inflight safety videos, and this one would probably take the cake… except that it was created only to run online, not to use inflight. Which is also pretty unusual. The video is connected to the airline’s sponsorship of a popular Chinese reality show. Source: TVNZ.


  • Passengers aboard Virgin Atlantic’s new domestic Little Red flights will enjoy live entertainment aloft, starting with standup comedy on flights to the Edinburgh Fringe Festival this month. Source: The Telegraph.


  • Lufthansa has put its global media account into review. It is currently handled by Mindshare, which is defending. Source: Adweek.
  • Meanwhile, British Airways is reviewing its creative accounts, including traditional (currently handled by BBH), direct and CRM (OgilvyOne) and digital (12th Floor). The main goal of that review is reportedly consolidation. Source: Adweek


If you have any tips, e-mail me or tweet them at @brandedskies. See you next week!

Image credits: Singapore Airlines, Frontier Airlines, KLM