Do the unexpected. That’s not McCann’s motto. But it could be. The second phase of Tigerair’s Infrequent Flyers campaign has begun.

E-very-one has a frequent flyer program. That’s a great opportunity for frequent flyers, and an even better one for the airline brave enough to spend ad dollars to be friendly with the big chunks of the population who are every now and then flyers.

McCann noticed this first.

The Tigerair Infrequent Flyer Club was created by McCann. It delivers almost nothing other than recognition for Australians who don’t fly as often as they would like. It’s Tigerair’s way of saying, we care about you, too. That is very clever.

Members get to choose their own membership card colour – from ’70s brown all the way to triple emerald sapphire ivory. But they also have to print out the card at home themselves. There’s no Infrequent Flyer Club lounger – “But you have one of those at home,” Tigerair reminds potential members.

The launch campaign was aptly humorous, introducing people to “a world of not a lot really.” To kick off the Club, a few rewards were offered. The first 5,000 members to join received a $100 flight voucher. In return, the airline got to keep wishful flyers up to date with deals.

Of course, it won media attention. Of course, it got people talking. And of course, it got Aussies to sign up. Aussies love irreverent humour. The Tigerair Infrequent Flyer Club already has more than 500,000 members.

Now, it also has a new ad.

The new 90-second spot is about a chicken who wants to fly sky high (encouraged by the Wind Beneath my Wings – the song, that is).

The spot will air in cinemas across the country. New features have been added to the infrequent flyer program, including a new menu that members can download to enjoy their own gourmet airline food – as long as they cook it at home.

Pat Baron, executive creative director of McCann Melbourne, explained, “The Infrequent Flyer program represents exceptional value for Australians who don’t fly all that often. And who better than the chickens of Australia to represent those who just don’t fly that much? It’s a deliberately fun and unconventional spot, just like the program itself.”

Adrian Mills, managing director of McCann Melbourne, added, “The Infrequent Flyers Club highlights Tigerair’s focus on keeping things low-cost and great value.”

Creative credits:

Agency: McCann Melbourne

Executive creative director: Pat Baron

Creative director: David Ponce de Leon

Associate creative director: Andrew Jones

Managing director: Adrian Mills

Digital director: Tony Prysten

Agency producers: Victoria Conners-Bell & Chelsea Nieper

Production company: Airbag Productions

Director: Raphael Elisha

Executive producer: Fiona McGregor

Producer: Samantha Kelly

Editor: Roberta Horslie

Post producer: Tanya Stankovic

Sound: Electric Dreams