For Qantas’ centenary on 16 November 2020, here is a look at some of its most memorable TV advertising over more than 50 years.
A consistent theme is Qantas unashamedly positioning itself as the national airline of Australia. Qantas has never been one for abstract concepts in advertising. Due to the country’s geography with Australians overseas being a long distance away from home, the airline also likes to emphasis its role in reuniting Australians.
“I Hate Qantas”
A grumpy koala that lived by the motto “I Hate Qantas” featured in Qantas TV adverts from 1962 to 1992.
Devised by Qantas’ US advertising agency, the live koala voiced by the late actor Howard Morris, bemoaned Qantas for bringing tourists to Australia and disturbing its solitude.
The grumpy koala was given something to smile about in 1989 when Qantas launched a non-stop service between Los Angeles and Auckland.
“The Flying Kangaroo”
“We’re Coming To Get You”
“I Still Call Australia Home”
“I Still Call Australia Home” is one of Qantas’ most famous advertising campaigns.
The latter adverts featured children’s choirs performing Peter Allen’s song at various locations around the world. This was at a time when airlines had the budgets for such extravagance.
In 2004, Qantas introduced its first lie-flat (but not fully flat!) bed in business class, designed by Marc Newson.
Marc also designed Qantas’ acclaimed International First Class lounges in Melbourne and Sydney and cabins for Airbus A330 and A380 aircraft.
A simple but effective spot highlighting Qantas’ progress from its beginnings in 1920 to the introduction of the Airbus A380 in 2008.
“You’re The Reason We Fly”
“Feels Like Home”
Featuring Martha Marlow performing Randy Newman’s “Feels like Home”, these relatively recent adverts feature family reunions in Australia and at Qantas destinations overseas.
Presented by Qantas ambassador Hugh Jackman, this recent advert highlights Qantas’ commitment to diversity and inclusion across all parts of Australia including sports and the performing arts.