easyJet has launched a new Europe wide advertising campaign based around the thought “Imagine Where We Can Take You.”
In a TV advertisement we see a passenger gaze out of the window mid-flight. Through the mind of the passenger, the viewer is transported in a dream-like sequence to a range of ski, beach and city destinations, interwoven with easyJet’s signature colour orange.
It is noteworthy this ad does not mention price, traditionally easyJet’s main selling point. It focuses on the emotional appeal of the brand and the strapline “Generation easyJet”. This is a sign of much the easyJet brand has developed and matured in its near 25 year history.
It is also no accident that a close-up of a female pilot is featured as easyJet is actively campaigning to increase the number of female pilots.
The ad was made by the agency VCCP. It was directed by The Sacred Egg of Riff Raff Films. The soundtrack to the advert is Cat Power “Dreams”.
The ad launches on UK TV tonight, Friday 14 September 2018, during “Gogglebox” on Channel 4.
With Virgin Atlantic also launching a “Masterbrand” ad campaign this weekend, we can’t help but notice it is also exactly five years since BA ran a major brand led TV campaign with its “Today Tomorrow” TV ad. A new Masterbrand campaign from BA is long overdue.