The EasyJet brand is known for many things in the U.K.-- low costs, convenience, recognizable branding -- but cool or quirky advertising isn't one of them. That has changed with a surreal new campaign from VCCP that appears to be trying to give the brand a cool edge.
The latest TV spot, directed by Canada, starts off with a man made from flowers running past an EasyJet plane. We then see a woman passenger waterskiing into a hangar, which morphs variously into a European market, a beach (where she's a giant), a "business trip" scenario where she's jumping in a suit on the giant keyboard of an old-fashioned computer, and an ice-skating winter scene.
In other words, all the places you might go on an EasyJet flight to Europe, but each with a surreal, "Alice in Wonderland" style twist. While the quirky imagery also reminds us of Air France's advertising in recent years, this soundtrack -- "L'il Devil" by The Cult -- is definitely more rock and roll, and the tagline, "Why Not?" suggests there's something a bit daring and kooky about hopping on an EasyJet plane.
The campaign is supported by a 10 million Euro ($11.7 million) media budget across Europe comprising TV, outdoor, digital, press, cinema and social. It launched last night on TV in the U.K. during the new series of "The X Factor."