If you think of an airline, you probably think of your national carrier and its corporate approach to encouraging you to fly with them.
Alternatively, it could be a 'no frills' airline which brings to mind the experience of bustling your way across the concrete to get yourself a decent seat and some space in the overhead lockers for your carefully packed bag.
Either way, the format is easily recognised for the type of airline.
The national carrier will promote the high quality nature of the flights you will enjoy with them which might include the extent of their routes around the world, the comfort of their seats, or the friendliness of their staff.
The 'low cost' airline will also let you know about the choice of routes around, say, Europe, and emphasise the value for money they offer. Don't worry about the fact that the airport with the city's in it that you want to get to is, in fact, an hour and half outside of the city. It's getting you near enough and for so little money.
You've seen the advertisements for both types of airline. You get the drill.
And now for something completely different...
The 'cakey aeroplane' does not even get off the table. There's no sign of kerosene being burnt in a virtual animation. No, this is a flightless plane.
That's just how the new ad for Royal Brunei airline starts to promote the inaugural flight of their new 787 Dreamliner aircraft from London Heathrow. It ends with their slogan about Royal Brunei Airlines being a 'BetterFly', a nice place on words.
Does this advertisement work? Certainly, it's different and notable. Does it break the mould for the airline industry? I think it does. But, does it work? Who knows. A national airline is always more than just an airline. It's a statement of national pride and confidence. And, this advertisement is confident, at least, for stepping out what you would expect them to do to promote themselves.
Watch the video below. Do you think it works?
Sponsored by Royal Brunei
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