As flying starts to resume big-time in Europe after the easing of pandemic travel restrictions, EasyJet is launching an epic new TV ad that aims to reflect the "next generation" of air travel with an added environmental slant.
The spot opens with EasyJet cabin crew leading a group of excited passengers down a runway. They flap their wings, take off and soar into the sky like birds to a speeded-up version of the music from "2001: A Space Odyssey" (aka Strauss's "Also Sprach Zarathustra," also used in the last year's Jeep Odyssey ad). They land at various destinations from beaches to lakes and bustling villages; there's one humorous moment where the music stops and a woman bellyflops into a lake. But as well as joy, there's a purpose element to this ad: it ends with a message that EasyJet is "offsetting the carbon emissions from every single holiday, while keeping fares low."
Create out of VCCP, the ad was directed by Nick Ball (who brings it a similar kind of energy and humor we saw in spots like Extra Gum's "When it's time") via Blink.
Part of an integrated campaign, the ad is launching in the UK from this week, and will follow in key European markets including France, Italy, Germany and Switzerland. EasyJet has also revamped its visual brand identity as a nod to its new era of travel, with assets across social, out-of-home, press, CRM and EasyJet’s owned channels now exhibiting contrasting blue and orange tones.
It comes as EasyJet, which launched in 1995 as Europe's original low cost airline, wants to highlight its environmental aspirations as well as its affordability. It currently claims to be Europe’s only major airline to offset carbon emissions from the fuel used for all its flights at no extra cost to customers, and it wants to target "conscious consumers who are passionate about the depth of experiences Europe has to offer," according to the company.
"EasyJet has always been restless," said Richard Sherwood, EasyJet customer and marketing director, in a statement. "Since our beginnings we have been a disruptor and continue to challenge ourselves and the industry to ask: ‘what’s next’? More than ever, consumers are looking for brands that they trust and share the same values with, and while we see that there is pent up demand to travel across Europe, with many wanting to make up for lost time and enjoy all of the experiences travel has to offer, people don’t want to enjoy travel at any cost."
“There aren't many things we've missed as much as travel these past couple of years," added David Masterman, creative director at VCCP. "Its importance has never been more apparent. EasyJet are doing amazing things with a view to the future and this campaign is how we're going to talk about those things.”