Qantas is yet another local brand to employ nationalism in its advertising, rolling out an Olympics version of its recently-launched 'You're The Reason We Fly' campaign.
The new spot features a handful of Australian athletes, and mirrors the format of the campaign's debut commercial of slow-moving footage backed by Daniel Johns' specially written tune, 'Atlas'. Tennis, pole-vaulting and swimming are some of the sports showcased in the ad, accompanied by the tagline 'To all those who believe anything is possible...You're the reason we fly'.
The broader campaign, created by Publicis Mojo, launched 20 July 2012 and saw the airline move away from its long-standing I Still Call Australia Home jingle. A host of print executions and a new logo were also unveiled, marking a new consumer-focused direction for the airline.
What do you think of the campaign? Let us know your thoughts in the comments below.