Fly the Branded Skies


Agency: Saatchi & Saatchi

These are posts from Fly the Branded Skies about Saatchi & Saatchi.

Last year, airlines had a spectacular showing at the Cannes Lions, with a Grand Prix, six Golds, eight Silvers, and eight Bronzes. Inevitably, this year’s performance (eight Silver, 15 Bronze) was not quite so lofty. But there were some strong contenders, along with the usual mix of shocking omissions and perplexing victors that really make you wonder what the hell the judges were thinking.

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A war of words between Scoot and Spirit Airlines escalated today, according to AdAge: the Singaporean LCC flew a big yellow blimp outside Spirit’s headquarters, defiantly painted with the words, “Hey Spirit, You Can’t Have Our Scootitude!”1

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  1. I cringe at having just typed the word “scootitude” and I hope you can forgive me for forcing you to read it. []

Jingle: British Airways “Fly the Flag” (1975)

Fly the Flag

Listen: British Airways: “Fly the Flag”

For many years, from the mid-1970s to the early 1980s, “Fly the Flag” was British Airways’ exhortation to travellers to do the patriotic thing: fly the state-owned carrier, the one with the Union Jack on the tail of all its aircraft.

Yet the jingle was commissioned by an American agency in London. Written by an American songwriter. Sung by what, to my ears, sound like American studio singers.

In short, British Airways may be British. But its jingle was 100% American.

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In 1988, Saatchi & Saatchi created a commercial announcing that all Northwest Airlines flights would now be non-smoking. The spot so enraged another Saatchi client, tobacco and food giant RJR Nabisco, that they pulled their $100-million account, even though Saatchi didn’t do any cigarette advertising for them.

The day the industry changed

Most people will tell you that the airline industry changed 32 years ago today—the day Jimmy Carter signed the Airline Deregulation Act.

In fact, there are some people who will tell you that October 24, 1978 was the day everything that ever has changed or ever will change in the airline industry, changed.

Not me. For my money, the day the industry changed was 20 years ago, when Young & Rubicam resigned Trans World Airlines.   Read more