After a sad year, the spirit is back for Qantas via a heart-warming spot from BWM dentsu
After its toughest year in history, Qantas is coming back and carrying the spirit of Australia with it. Flights have now opened up domestically and soon open to New Zealand.
The spot, developed by BWM dentsu, is a beautiful celebration of this, breathing life back into Qantas – and the travel industry as a whole.
The new marketing campaign ‘Rediscover the Spirit of Australia’ features a rendition of Feels like Home by Indigenous singer-songwriter Thelma Plum.
Campaign visuals shot by Qantas’ in-house film crew combined with travellers’ mobile-device footage shows excited real-life customers rediscovering the pleasure of travel and enjoying the things they have missed about travelling with Qantas. It shows the Qantas hospitality in the lounges and onboard, and emotional reunions at the airport.
The campaign is currently in market and features on Qantas’s owned assets and channels along with some TV, outdoor and digital media channels.
Says a spokesperson from Qantas: “As the national carrier, we are proud of our role to reconnect travellers with their loved ones and this campaign is a reminder that the Spirit of Australia is back.”
48 Comments
Exactly the right time to bring back the spirit of Australia.
Good.
Awful song choice and stopped watching after 3 seconds. And I’m a fan of the qantas brand.
Try hard.
#shotoniphone
If you stopped watching after 3 seconds do you really think your opinion on the ad is worth listening to?
The song has been in my head since I finished watching it and that is how it’s memorable.
Song is incredible, makes me want to travel again…
Well it certainly wouldn’t be because of the pictures or the creative. So you are right there. The god awful song is the only thing that sticks with you.
Shudder
With some decent creative and production oversight, even on a small budget, it should’ve been possible to bring the quality of the pictures closer to the quality of the track.
It’s a lovely idea.
The spirit is back is a great line.
It’s a bit cheesy.
Did it better
Beautiful track and visuals. Credits??
who hasn’t been able to return home, this made me tear up.
It’s a nice piece of film.
Feels more like the spirit of a budget airlines internal film, not one of Australia’s most iconic brands return to the air.
Slightly off topic, but who wrote the line ‘The Spirit of Australia?’ Which agency, JSA or Mojo?
Possibly Monahagn Dayman Adams.
Apart from an idea, a morsel of craft or an idea
Thanks for that. Any idea who was the actual writer? I’ve heard several people claim they came up with the line… Lynchy might know?
The line ‘The spirit of Australia , the flying kangaroo’ certainly appeared in a QF jingle . Cant remember who write the jingle but I think the line was written by MDA’s John Anstey, but I might be wrong. He certainly wrote the commercials.
Thanks – so we know it was at least around in 1982, which knocks a few of the claimants off the list. Be great to know who wrote one of Australia’s most iconic taglines.
John Anstey wrote the line ‘The Spirit of Australia’ while at MDA and the jingle was written by G Wayne Thomas
Don’t shoot a ten million dollar spot after a year of brutal cutbacks. Hit people in the heart with tear-jerker song and phone footage of passengers trickling back.
Real emotion from a brand that’s had it tougher than most. It certainly got me in the feels.
Smart ……great emotion delivered while respecting the need for low cost with thousands of staff out of work. They nailed it.
QF have been using that Tandy Crawford song for several years.So nothing new there.Just like the rest of the work.
Cliche ridden with a total lack of craft.
Maybe all you can expect working with this client.
Huge opportunity wasted.
That song was used in the lovely stuff that Neil Lawrence did a few years ago right?? Don’t disagree about the smarts of the production approach, would be very disheartening for stood-down employees to see a million-dollar ad.
I think this is 100% spot on.
I prefer it to the previous big ‘Feels Like Home’ production.
As beautiful as those spots were, I always found the airline wasn’t core to the idea, as the ‘feels like home’ referred to the person’s actual home, not the ‘feeling of home’ the airline provided.
Well done QF and BMW Dentsu.
It’s good to see this is an equal-opportunity blog.
They don’t have money, the CEO takes home most it.
Pitch perfect IMO. And a really lovely spot.
Feels like a start. Maybe it would be an idea to do a series that builds to something. But perhaps that’s just me thinking like an old CD guy.
This one hits hard. Absolutely beautiful.
Right at the heart of what everyone wants – to get travelling again. Looking forward to a day where this extends to the rest of the world.
Music composition by?
Randy Newman – performed by Indigenous singer Thelma Plum
The music was written by Alex Burnett (ex Sparkadia front man).
Great to see the true spirit of Qantas back, but in such a lovely understated way….I want to fly again….good work QF and BWM.
I was good up until the kid walking down the plane! My parents in the UK haven’t met our baby and this shot hit me hard. Beautiful work.
Looks like wallpaper to me
Great to see Qantas capturing the essence of what it is like to be back in the air after all this time in lockdown!
Simple and genuine. Australians will love it. Well played Qantas.
This is like a Slides preso they’d play in the background at staff parties.
Well Uber of the sky, clearly you don’t understand anything about advertising in the current climate. I think it is so interesting that the old Advertising Execs are SO threatened by this model. Qantas have been building their internal creative studio for several years now and its really paying off. If the bigger Agencies don’t feel threatened by this model they should! Well done Qantas – you have got some talent in your team so please hang on to them!
Very good.
To the commenter above who said feels like home is about our homes rather than the airline. The beauty of Qantas is when you are overseas, stepping onto a Qantas plane and hearing Australian voices feels like you’re getting closer to home.
Where was the Qantas / Australian Spirit during the height of the pandemic – many prior Qantas employees may ask?
I think they could have tapped into what its like to be in a pandemic more. EG replacing the starting scene with more people who are disconnected, not just empty air ports. The ad from a few years back smashed it. This puppy here is just a ripple off that back of that.
Proud ! When I see and hear this ad
Can’t under stand the words of the song except the last bit very annoying .
The video is great but I can’t understand the singers words. Sounds like she is singing in another language