Ad Nut
Jan 9, 2019

Innuendo can sell anything, even AirAsia flights

Nothing like a bog-standard cheeky sex gag to sell a so-called ‘Holiday Quickie’.

There’s a lot of talk about AirAsia’s “brand DNA” shining through in its latest campaign, but Ad Nut wonders if having a rather staid 1950s sense of humour is really something the self-proclaimed ‘INNOVATIVE’ and ‘BOLD’ (their caps, not Ad Nut’s) airline should be telling people about.

AirAsia is promoting its new ‘Holiday Quickie’, and before even viewing the video Ad Nut knows exactly what’s coming: the same old tired sexual innuendo, albeit with some reasonable ‘Carry On’-esque acting.

The idea is apparently rooted in the insight that Singaporeans struggle with work-life balance and are reluctant to book a short break. Fair enough, but having tree-hopped the web regularly, Ad Nut is convinced the idea of the quick getaway has been around as long as peanut butter, as has booking such holidays through a mobile app.

The campaign, created by The Teeth in partnership with W Communications, will reach consumers on digital, social and traditional channels, including cinema and digital OOH, with two more videos to come. Ad Nut hopes for more, but expects more of the same.

Some consumers may well let out a brief titter, a puritanical giggle. Anyone under 35 will likely roll their eyes at the other uninspiring trope of plugged-in, zoned out teens. There’s nothing Ad Nut would like more than a quick break to a palm tree in the Indonesian archipelago, but Ad Nut doesn’t need a clichéd ad to know how to do it.

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

Source:
Campaign Asia

Related Articles

Just Published

19 hours ago

40 Under 40 2024: Hajar Yusof, Naga DDB Tribal

Hajar’s initiatives reflect her commitment to innovation, diversity, and leaving a lasting legacy in the industry.

19 hours ago

Moo Deng says hands off unless you’ve washed up

Lifebuoy’s new campaign introduces a fresh face in hand hygiene, pairing AI with playful reminders to help keep those paws—er, hands—clean.

20 hours ago

The CMO's MO: Hyatt's APAC marketer on the power of ...

"Focus means saying no to 100 good ideas and saying yes to the great ones." Hyatt’s Tammy Ng shares how lessons from Steve Jobs and James Dyson are guiding her approach to personalising guest experiences.

20 hours ago

Trump’s victory isn’t just America’s crisis—it’s a ...

Make no mistake—2024’s US election was a calculated exercise in marketing from beginning to end, revealing a striking alignment with the very principles that drive our industry.