Qantas Calls Australia Home

The new version of the iconic Qantas "I Still Call Australia Home" advertisement has been unveiled this weekend on channel 7 following a 'making of' documentary.

Here is the full 2 minute version;


I like it.

The young boy at the beginning is singing in an indigenous Torres Strait Island dialect and there are many cultures represented in the young cast. Some people have suggested that the inclusion of the Aborginal boy is a 'token' gesture. In my opinion this representation is better than a half naked man with paint on his face holding a spear - which is the image we still see in many tourism campaigns for Australia (where the 'bloody hell' is our tact and grace?)

But this isn't a tourism campaign - this is an advertisement for an organisation that has had some serious PR problems over the last 12 months. So what's it trying to sell you? Security and trust.

Let's break it down;

Children - who's more trustworthy than these beaming little creatures? Soft focus? Check. Slow motion? Check. Whiter-than-white teeth? Check.

Safe travel - everything is smooth and slow in this ad. Most shots are wide and sweeping. No jolting movement, no turbulence.

Relationship - the Aboriginal boy signifies the idea of 'home'. He's singing out to all his friends across the world saying "Hey, go, travel the world, have a good time, I'll be here waiting" ... talk about subtle. Qantas is your old buddy - you've known them for years, they're not some fly-by-night (pardon the pun) young wowser come to give you a cheap flight who won't call you tomorrow.

Born to serve - I'm pretty sure child-labour isn't the image they were going for but the kiddles seem to be wearing an outfit that looks like they might have just dropped in from waiting on tables. It's plain, it's simple and it suggests good service.

Tradition - "I Still Call Australia Home"? It's a song we all know, that may (or may not) inspire nationalism. The way it's been mixed here with the rounds at the end (and the distinct indigenous instruments) is not throwing it in your face. It's subtle, it's sweet and oh so non-threatening. Put simply; young men will not be inspired to pump this through their Holden ute speakers at Cronulla beach.

And finally, the red rat at the end on the tail of the soaring beast floating gracefully across the wide, brown land ... in case you hadn't got the subtle imagery - here's a whack over the head with a cricket bat ... or what those in the biz like to call; "The Money Shot".

I think it's a good ad. I don't particularly like Qantas and if there's a cheaper flight I'll generally take it but I think ad agency Singleton Ogilvy & Mather have made a nice little piece of Australiana here. After all, they could have gone for the same old Sydney Opera House, Harbour Bridge, Ayres Rock, Barrier Reef montage but instead have created a beautiful ad representing something a bit more "here and now".

(And when it boils down to it ... I'd rather tear off my own skin than hear another "Let's floy Jet Staaaaaaaaaar" jingle).