Travel advertising always promises wonderful adventures, sightseeing thrills and adrenaline-boosting nightlife. Here’s an ad that promises in a whole new way. With the most wonderful wit, it overpromises the negative things that can happen on holiday – breaking a leg while skiing in Japan, busting the budget on fashion in New York…getting pregnant in Australia’s Gold Coast. And it clinches the promise with the closing titles, You never know what travel will bring into your life. Let’s go find out.
Clearly the campaign is aimed at millennial travellers who crave the (as yet) unknown, are looking for experiences, don’t overthink consequences and appreciate subversive humour. Kudos to client, China Airlines for its bravery – which has been richly rewarded. The spot was watched nearly 9 million times in its first two weeks, according to Leo Burnett Taiwan, the agency that created it, and the Chinese language version has been viewed more than 6 million times on YouTube.
In its press release, China Airlines seemed to ignore the negative messages (which is humorous in itself). Senior vice president Ya-Mei Lo, commented, “The best way to relax the mind and body is to take a holiday. It will also leave you with great memories. The new # WhatTravelBringsYou brand concept from China Airlines hopes to remind people that they should always find the time to relax no matter how busy they are. They may even receive an unexpected surprise and come home with special souvenirs of their own.”
In an equally courageous publicity stunt, China Airlines invited mothers-to-be who became pregnant on their overseas holidays to register online for the premiere event and the chance to win a return flight in a lucky draw for three to any China Airlines destination. More than 500 applications were received within 10 days, and 60 mothers were chosen to join in showing off their holiday “souvenirs”. At the event, the airline also revealed that the Best Stork-Chasing Destinations based on the results of the online registration system were Japan, Rome and Thailand. (Sorry, Queensland)
The new campaign follows China Airlines’ #TravelWithParents, and #TheTripYouPromised commercials, the latter of which, in hindsight, gave hints of the wit that followed.
Agency: Leo Burnett Taiwan
Chief Creative Officer: Murphy Chou
Creative Director: Jin Yang
Art Director: Nana Tsai
Copywriters: Murphy Chou, Jin Yang, Chiahan Chen & April Kuo
Chief Strategy Officer: Leslie Chang
Agency Producer: Evans Kao
Chief Operating Officer: Sylvia Cheng
Account Executive: Della Chen
Production Company: Yuan Yuan Production Taipei
Director: Ging-Zim Lo
Director of Photography: John Lin
Executive Producer: Sharon Kuo
Producer: Terri Chen
Postproduction: Mind Biz Post Production
Editors: Chang Chien & Pai Mei
Sound: Allen Shih