by Oresti Patricios (@orestaki) It’s time for Ad of the Week and, this week, prepare to have a good belly laugh, thanks to the new campaign created for Student Flights by the specialist travel company’s advertising partners, TBWA\Hunt\Lascaris.
The more I watch these ads, the more I reckon these are the kind of commercial that could get a lot of traction on YouTube.
The campaign features two television adverts for Student Flights (www.studentflights.co.za), a travel service that offers specials on overseas trips for “students and young people”. (Here we’re looking at a target market of 18–35 year-olds — although the company won’t turn away slightly older folk like me).
Looking for an unusual travel experience
Student Flights is part of the Flight Centre Travel Group, which operates in some 11 countries worldwide. Brands within the group target different markets and, in the case of Student Flights, it’s the youthful market that is also price-conscious but may be looking for an unusual travel experience. It even features “work-to-stay” holidays, such as au pairing.
What makes these two spots really enjoyable is the way in which they incorporate their simple, yet direct, message into the context of the destinations.
They were both produced by TBWA\Hunt\Lascaris Johannesburg through production company Bouffant, and directed by Dean Blumberg.
TBWA\Hunt\Lascaris Johannesburg TVC for Student Flights: “Grandma”
The first ad, called “Grandma”, starts with a close-up on a grey haired, little old lady. Her eyes stare off into the middle distance, as if she’s dreaming of some distant memory. The music kicks in, and it’s a disorientating piece, with a slowed-down vocal track.
As the shot tracks back to reveal the full scene, it becomes clear that ‘Grandma’ is sitting alone in a coffee shop. In her hand is a chocolate brownie. As the background action comes into focus, it becomes evident that everyone is smoking — but not cigarettes: joints, hookahs and pipes.
Grandma is still staring into the distance, but now we realise that it’s no innocent cookie she’s been eating, and it’s no ordinary coffee shop. Everyone in the place is having a great time, except for poor Grandma. The title flashes up: “Travel before it’s not fun anymore”, followed by the price for the Student Flights package to Amsterdam.
Authentic feel
The whole ad is done in one shot, from extreme close-up to wide. The set design is perfect and, although the Amsterdam ‘coffee shop’ I once visited was somewhat darker and dingier, it has an authentic feel, from the décor to the costumes and casting — especially the guys in the background with dreadlocks and rasta beanies.
The offbeat humour of the ad, along with its slightly taboo subject matter, makes for an ideal message to this audience.
TBWA\Hunt\Lascaris Johannesburg TVC for Student Flights: “Grandpa”
Student Flights “Grandpa” directed by Dean Blumberg from Bouffant on Vimeo.
The second ad follows the same basic format, starting on a close-up of ‘Grandpa’.
As the shot widens, it becomes clear that the poor old guy has somehow found himself in a strip joint. The look of dismay and horror on his face is classic, and the reason is made clear once his hand comes into view, as he is seen to be holding a ping-pong ball.
It’s also apparent from the neon signage and the nationality of the young ladies dancing in the background that Grandpa is in a Thai strip club (and, if you haven’t heard about the Thai strippers’ prowess with a ping-pong ball, I’m certainly not going to go into that kind of detail here).
Payoff line says it all
Once again, the payoff line says it all — “Travel before it’s not fun anymore” — followed by pricing for a special Student Flights package to Thailand.
I’ve watched these ads a few times now, and they certainly hold up to repeated viewings — despite the fact that they are a single shot, with a simple message.
Each time, there’s something else to notice, be it in the background action, or simply the dead-pan expressions on Grandma and Grandpa’s faces. One almost expects to see a glimmer of a smile, but, no, the performances are spot-on.
Imagination is everything
Imagination is everything in advertising, and this campaign by TBWA\Hunt\Lascaris undoubtedly shows that South African creativity is world-class.
They’re the type of commercial that will hold their own in an awards show, whether it’s in Cannes or London, and still do the hard work of selling a service and pitching a brand perfectly.
Ad of the Week, published on MarkLives every Wednesday, is penned by Oresti Patricios (@orestaki), the CEO of Ornico, a Brand Intelligence® firm that focuses on media, reputation and brand research.
If you are involved in making advertising that is smart, funny and/or engaging,
please let Oresti know about it at info@ornicogroup.co.za.
— MarkLives’ round-up of top ad and media industry news and opinion in your mailbox every three work days. Sign up here!