This is an extended version of an article which first appeared in the May/June edition of AdNews. Subscribe here to make sure you get your copy.
The first Qantas commercial to be released since the pandemic digs deep into a longing for a return to life before the pandemic.
The message: Nothing more Australian than Qantas and nothing more nostalgic than the images and sounds of the choir first heard in 1987 in the first version of the commercial.
The Monkeys, by Accenture Song, replaced Mojo from the ‘80s when the vocals were sung by ad executive and jingle writer Allan Johnston working with business partner Alan Morris.
Barbara Humphries, ECD, The Monkeys, part of Accenture Song, spoke to AdNews:
The brief from Qantas was to create something to mark their centenary. This campaign needed to connect Australians to the country we live in, but also to the spirit of travel we all share. And befitting any milestone anniversary, it needed to instil pride in the staff as well.
The Monkeys went back to Qantas with the recommendation that they already had the most valuable asset for instilling that pride – it just needed to be brought into the current era. Peter Allen’s classic ‘I still call Australia home’ was first used by Qantas 35 years ago, and over the years has become something of an unofficial national anthem.
We knew this couldn’t be just another iteration, the campaign needed to be a moment worthy of where the brand - and Australia - is today. It needed to connect us to our home, it needed to represent our past, present and future. The First Nations story is woven into the narrative from the film’s beginning and throughout, as it has been to Qantas’ own story and journey as a company. Underscoring that narrative is the suggestion that there is still much more progress to be made in our shared future.
Creating the campaign and writing the script involved bringing many different elements together - all the incredible destinations, local and international, reflecting contemporary culture through some of our most talented Australians, and paying respects to the pioneering past in a way that looked forward to the future. It was a huge undertaking.
Collaboration was fundamental to pulling off the epic vision we had in mind. Our production partners Rabbit and director Kiku Ohe honed and crafted that epic 3 minute journey, weaving all those elements together beautifully with DP Jeremy Rouse. The passion and dedication they brought to this project were truly phenomenal.
The Qantas team worked closely with The Monkeys and Rabbit throughout the entire process, giving us access to their archives, to Longreach, a 747 and hundreds of wonderful and obliging staff. This film wasn’t just for Qantas, it was about them, so we wanted them to feel really proud of what we were creating together.
In launching the film post pandemic, once we were finally reunited, the lyric of ‘someday we’ll all be together once more’ took on new significance, and so we turned it into our final message. The airline has been through a lot over 100 years and coming out the other side of the pandemic to connect Australians with the world again was another triumphant moment in the airline’s story.
People say it brings on emotion/nostalgia. Planned?
Absolutely. Emotion is the number one reason Australians fly with Qantas. Qantas is part of our story as a nation, it’s part of our collective experience of travel and broadening horizons, from our first trips abroad to finally travelling again today.
While the commercial was created to stir up that emotion, the power of ‘I still call Australia home’ itself is what people bring to it – it has so many personal associations over the years for travellers and Qantas staff alike, that’s the real magic of it.
Hearing Elliot Wheeler’s beautiful arrangement of the song as the film came together, I’d be lying if I didn’t say we all got a bit emotional ourselves during the process.
- Is it designed for people to rush to the airport and jump a plane? Or is it more a branding exercise?
The two go together. Stirring up national pride, connecting us to the spirit of travel and the spirit of Australia, they are all fundamental to why people choose to fly with Qantas.
The last two years have been challenging for all of us and that desire to get back to travel is felt by the Qantas staff too. It was our job in launching this ad to help inspire Australians to get back out there again, to help Qantas move into the next chapter of their story. And that’s what we’re seeing right now. Bookings are now well above pre covid averages which is really wonderful.
How long did it take to make and how many involved?
Our Sydney and Melbourne team were first briefed in 2018 and the film is finally out in March 2022. So many people have been involved in this process from end to end, from Qantas staff, marketing, ground crew and airline team, our agency team spanning planning, business, creative and production, choirs and musicians, director Kiku and production team, athletes, celebrities and ambassadors, Bangarra dance group, state tourism bodies, kids and teachers from Longreach primary school.
The credit list is long and numerous. And we couldn’t have done it without the collaboration and passion of all of those people.
Could it have been done during lockdown?
The project involves travel, busy airports, crowds of staff, singing, hugging, and Western Australia….highly unlikely!
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.