Thomas Jane Gives a Lifetime of Advice to His Daughter in Funny, Uplifting Airline Campaign

Scandinavian Airlines Shows Travelers Thinking Really Big

Published On
Oct 18, 2016

Editor's Pick

Scandinavian Airlines shows how travelers think big -- really big -- in this charming campaign starring actor Thomas Jane and others imagining ridiculously awesome possibilities in a series of ads.

The anchor film depicts Mr. Jane on a long, country road, teaching his little daughter how to ride a bike. As she finally pedals off, he bellows out words of encouragement, telling her "Go go, go anywhere!" As he spots an airplane in the distance, his aspirations for her get bigger, and increasingly ridiculous: "Go to China, go see a panda, go see three pandas Go eat Eat a fried flower on a bed of oysters Drink bee spit ... Go get lost Go find yourself again ..Go marry that person, or don't. Go have kids, or don't. If you do go fishing with you kids, go catch that big kahuna and let it go catch it again and let it go and then don't stop, don't ever ever stop, then if you do, don't."

It seems he, too, will never stop, until his daughter snaps him out of it. The tagline then appears: "Travelers think big."

The campaign also features ads in which a business flyer imagines a world of possibilites over a bottle of water, an actress has her whole career mapped out and a Miami-bound single guy who can already hear the church bells of his wedding to a spouse he hasn't even met.

"Travelers Think Big is a tribute to the true traveler," said Jenny Nslund, Nordic Project Manager for the campaign at SAS in Scandinavian Airlines' online publication Scandinavian Traveler. The new campaign takes the airline's "We Are Travelers" positioning "to the next level -- a level where we use humor to bring us closer to the traveler and their view of the world. A world where life is lived to the fullest and where air travel is more than just a way of getting from A to B."


Oct 18, 2016
Brand :
Client :
Agency :
Åkestam Holst
Creative Director :
Magnus Jakobsson
Art Director :
Joakim Khoury
Copywriter :
Magnus Jakobsson
Client :
Johan Ostlund
Account Manager :
Anna Svensson
Agency Producer :
Leila Widgren
Creative Planner :
Simon Stefansson
Graphic Designer :
Jens Broman
Production Company :
Giants & Toys
Director :
Jens Jonsson
Producer :
Calle Isberg
Cinematographer :
Fredrik Bckar
Post Production :
Music :
Adam Norden
Advertiser Supervisor :
Maria Wästlund
Advertiser Supervisor :
Jenny Näslund

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