Page 50 - AdNews Sep-Oct 2021

Creative Review
SUMMER OF SAFETY
Creative Agency
True and Exposure
MW: Rachel Hunter, Scott Dixon, Zoe Bell, Ladyhawke, that affable cabin crew guy from last time. How do
we tie them all together? We don’t. And that’s OK. I kept my seatbelt
on, didn’t open the cabin door, and enjoyed the laugh at Hosking.
SB: This one was great for Northland and really showed off all the region has to offer. It made me want to
visit. So as a sales tool, it served its purpose. Whether it would work the same for an international audience, I’m unsure. I imagine you’ve already
made the decision where to go when visiting New Zealand by the time you get on the plane. Again, the safety is lost in this and there were too many celebs. The more of these you watch the more you notice the Air New Zealand staff are the real stars.
AK: An undeniable home-run. It pulls on many of the emotional levers Kiwis love — beautiful landscapes, beautiful people and snappy quips. It is unashamedly optimistic and upbeat, and has genuine warmth and heart.
THE MOST EPIC SAFETY VIDEO EVER MADE
Creative Agency True
MW: This one takes the airline-lolly encrusted cake. Maori Gandalf was a highlight, the lead nerds were great, and baby Elijah was cute. Is he is a little man, or a large child? I’m still not sure.
SB: This one was great. At the time it felt universally loved and did wonders for New Zealand tourism. The use of the existing property was good because
it didn’t over complicate the key message they were trying
to get across, and the humour was spot on. They really nailed the formula with this — take an existing property that’s broadly popular and easy to follow, and then weave the safety message through that.
AK: As a big LOTR fan, I can’t be completely objective here! This mini-opus is masterfully written and produced. The tone and gags are quintessential Tiaka Waititi, but he’s also embraced the format and worked it to its full potential.
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