Hugh Jackman fronts equality push from Qantas

Pippa Chambers
By Pippa Chambers | 17 August 2018
New ad by Brand+Story

Qantas has released a 60-second spot to cerebrate the true 'spirit of Australia'.

The national airline has joined with its partners – including sports teams, Olympians and Paralympians, and leaders in the arts – in a new video celebrating the importance of diversity to national life.

The video, by Brand+Story agency, opens with actor and Qantas ambassador Hugh Jackman on Maroubra Beach, talking about the Australian spirit and “standing up for a fair go”.

It then moves on to feature a range of talented Australians representing groups that Qantas has worked with, standing together in celebration of inclusion and diversity.

Qantas said the video is part of the national carrier’s long standing support for equality and inclusion – something it has championed through gender diversity (including encouraging more women to train for traditionally male dominated aviation roles), Indigenous reconciliation and support for LGBTI issues.

The video will be screened during the Bledisloe Cup match between Australia v New Zealand on 18 August on Fox Sports, thanks to Rugby Australia, as well as at the stadium to an audience of up to 80,000 people. It will also appear across social media channels for Qantas as well as several of the sporting bodies involved, and screen on board Qantas flights.

Qantas Group executive, Vanessa Hudson, said: “We carry over 50 million people a year from all walks of life. And we have over 30,000 people working at Qantas who represent a cross section of the community. We don’t all think, look or act the same and that’s a huge asset. This video is about celebrating the strength that comes from diversity and why it’s one of the great things about the kind of place Australia is.”

Director Josh Whiteman said they wanted to deliver a message that spoke to the great work Qantas does in promoting equality in Australia.

"Our concept was embraced by some of the biggest names across our cultural landscape - from Hugh Jackman to Bernard Fanning's beautiful rendition of 'Caravan of Love', which shows just how important this message is right now," he said.

"There is something very special about the flying Kangaroo and we see this film as a celebration of the differences that make Australia great.”

Here's who features in the ad:

  • Indigenous leader, Qantas Ambassador and former AFL player, Adam Goodes at a NAIDOC week celebration at Qantas head office.
  • Athletes from several Qantas sport partners, including Rugby Australia, Football Federation of Australia, Cricket Australia, Australian Olympic and Paralympic Committees: o National teams the Qantas Wallabies, and Matildas and Socceroos
  • Australia’s champion mixed Wheelchair Rugby Team taking on the Olympic Gold Medal winning Australian Women’s 7’s Rugby team
  • Members of the Australian men and women’s cricket teams playing a game of beach cricket
  • Defence Force veteran and Paralympian Curtis McGrath
  • Olympic swimmer Bronte Campbell swimming with Paralympian Ellie Gould
  • Indigenous dance company Bangarra and members of the Australian Ballet
  • Qantas Indigenous School Based Trainees and students from Australian Indigenous Education Foundation program
  • Qantas staff celebrating Sydney Gay & Lesbian Mardi Gras, which the airline has supported for over 25 years
  • Singer Bernard Fanning providing vocals to the song underpinning the video. 

CEO of the Australian Paralympic Committee, Lynne Anderson, said the committee is passionate about diversity and inclusion.

"We believe in the power of sport to positively lead change in the community. We are proud of our partnership with Qantas and to stand with them as they celebrate equality," she said.


AGENCY: Brand+Story
CREATIVE: Paul Chappell + Josh Whiteman
DIRECTOR: Josh Whiteman
PRODUCERS: Karen Muxworthy + Mick Perry
DOP: James Brown + Aaron McClisky
EDITOR: Cameron Hales, The Butchery
ONLINE POST: Drew Downes, The Refinery
POST PRODUCERS: Amelia Bromley + Rose Harding, The Butchery
SOUND DESIGN: Abby Sie, Song Zu
MUSIC: Karl Richter + Mel Jong, Level 2
MUSIC ARRANGEMENT: Bernard Fanning + Nick DiDia

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