Air France celebrates all things French, from fashion to ballet, Breton striped tops to the Tour de France, in this gorgeous, colorful spot set to break globally this weekend. Created by BETC Paris, the ad was directed by We are From LA, the directorial duo behind Pharrell Williams' "Happy" video. Despite the name, We Are From LA is a pair of Frenchmen, Clement Durou and Pierre Dupaquier, who are regarded as part of the new wave of creativity the film seeks to evoke.
Inside a giant structure that's gradually revealed to resemble a plane, various characters swing together in the air, dressed in bright colors, to the tune of "Love Is in the Air" reimagined as "France Is in the Air." (The track is a remix of "Warm in the Winter" by American duo Glass Candy). They represent many aspects of French culture, from children dressed as mini ballerinas from L'Opera to a peleton of cyclists led by a yellow jersey.
According to BETC's founder and executive creative director on the campaign, Remi Babinet, this is the first time Air France has claimed its French origins so strongly. "In the past few years, France has been incredibly dynamic and creative in various areas: fashion, gastronomy, architecture, music. The nation is once again placing itself on the map and French talents are today sought after all over the world. People enjoy the French way of life that we're so proud of and those are values that Air France would like to help export and celebrate."
Air France's director of brand management and advertising Caroline Fontaine said: "What we would like to show through the campaign is a modern vision of France, one that is creative, with a French touch exported all over the world, a way of life that is hedonist and happy, a bold France, created and built upon its historic heritage but also, very much, most of all, looking ahead to the future".
The spot will run on TV and in cinemas in France, the U.S., Brazil, Italy, China and Japan, supported by digital and social activity including Instagram and Vine.
The film breaks at a moment when France is still reeling from the Charlie Hebdo attacks in January, and although the campaign was planned before the attacks and isn't linked to them, BETC said the agency hopes the effort will help restore some optimism to the country and its citizens.
"We would be really pleased if the film can contribute to a happy and optimistic message in this very difficult and sad period," said Babinet.