Qantas has launched a new TV commercial as part of a larger advertising campaign portraying itself as a part of the fabric of the life of everyday Australians.
The commercial – You’re the Reason We Fly – features an aerial tour of “Australians going about their everyday activities” and ends with a mosaic of some 25,000 portraits forming the Qantas logo. The ad is due to hit TV screens on Sunday but is already available on YouTube.
Qantas has also posted a behind-the-scenes look at the making of the commercial, which features music by Silverchair frontman Daniel Johns in conjunction with the Australian Chamber Orchestra.
Qantas launched its social-media inspired image makeover on July 2 and has received more than 60,000 entries for the portrait mosaic. Qantas marketing manager Lewis Pullen said the airline had also selected hundreds of names that will be placed on the side of an A380 and a 737. Mr Pullen said the campaign raised $100,000 for Mission Australia on its first day.
Qantas plans to launch another new ad featuring Australian Olympians to coincide with the start of the London games.