Air France embarks on a lavish flight of fantasy in this trippy 45-second global commercial by BETC Paris.
Directed by film collective We Are From LA (which also directed Pharrell's "24 Hours of Happy" video, as well as Evian's "Baby & Me," also by BETC), the action takes place inside an oversized, ludicrously stylized airplane cabin where legroom is absolutely no problem.
Colorful images of French culture and taste play across the screen. We're treated to ballerinas, the Tour de France, a high-fashion photo shoot, pastries, young lovers and more. Most of the performers ride swings dangling from the ceiling for some reason. (And you thought the Delta guy enjoyed being on a plane.)
The visuals are a tad confusing but also riveting. You keep watching in an attempt to figure out what the hell's going on. The happy-synth soundtrack by American duo Glass Candy, though a bit cloying for my taste, fits the shenanigans to a T.
The spot—the carrier's first global ad since 2011—represents an expansion of its "France is in the air" initiative, launched last year amid much fanfare and generally praised for its creativity and flair. On arrival, the campaign's vibe was playfully retro, evoking the past glories of transatlantic travel.
Here, the impressionistic dream journey might strike some as too ethereal. But I award points for avoiding category clichés and chancing an unexpected departure.
CREDITS
Client: Air France
Agency: BETC Paris