One World Idea? BA launches ‘Welcome Home’ campaign eerily similar to Qantas ‘Feel like Home’
November 13 2014, 9:38 am | | 17 Comments
Could it be the world’s favourite airline strategy?
Believe it or not BA has just launched a major new ad campaign that is almost identical to the Qantas ‘Feel like Home’ campaign launched last week via Lawrence Creative Strategy.
The BA ‘Welcome Home’ spot was created by BBH London, and directed by Wilkins and Maguire via Stink, while the Qantas work, which was a seven month project, was directed by Mark Molloy via Exit Films.
17 Comments
Not to mention the Fiji Airlines work that’s just broken and frankly is the best of this bunch, especially given they would have had a fraction of the others budgets to play with. Also proves that this is a tired and well worn strategy.
Not to mention Etihad
They both have the basic ‘going home’ idea but the stories are told pretty differently. The BA one is one specific journey with some jeopardy in it. The Qantas one much more of a mood piece.
I prefer the BA version. A least it has some sense of real emotion….
Maybe an airline should flip the strategy around and claim to be the best ones to get you the hell out of here. Kind of like what a lot of cars do. That’d set them apart.
Air travel is bad for the environment
Blimey, I think you’ll find they’ve all picked the back pocket of Love Actually.
Not quite the same…. I watched the BA one all the way through … emotionally engaged from the beginning right through to the end … I tried twice to watch the Qantas one but was bored by 20 seconds …and clicked off both times …
They’re all so overly indulgent. At least this ad from 2009 had the good grace to do it in 40 seconds.
https://www.youtube.com/watch?v=pBbMqNzXYpQ
It’s a proven strategy. OTC Cannes Grand Prix winning campaign circa 1977. “When you want to go home, go home on the telephone”. Nothing is new.
the BA one is superior storytelling, the only similarity is the thought in BAs endline
Don’t make me larf.
The BA version almost made me fall asleep.
Who would pay attention to this? The actors and their families?
Does anyone close to the project know if BA had to pay Apple any royalties for using Siri as the voice talent?
Would just like to point out to #2 that Etihad TVC out of M&C is nothing like either of these campaigns.
Not even remotely.
Manufactured emotional tripe is by far the shittiest part of our business, even shitter than infomercials.
Hats off to those whose ads make people feel a real tug at the heart strings. It’s very hard, very few can do it and it’s best left alone.
Piano’s do not make a boring story more interesting and ‘intimate revelations’ don’t make an audience go and get the Kleenex out.
As far as emotion goes, the QANTAS one nails it best.
Hey Oxy Moron, Plural of piano is pianos. No apostrophe required.