A couple of weeks ago American released their newest ad campaign, with the tagline "World's Greatest Flyers." I found the ad campaign confusing and a bit odd on many levels. American seems to want to make the point that both their employees and passengers are the "world's greatest flyers," though they don't really show what…
Continue reading: Air New Zealand Throws Shade At American’s “World’s Greatest Flyers” Campaign
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Reminds a little of years ago when AA ran a campaign "we know why you fly", which is equally as meaningless as this campaign, and a competitor (CO if I remember correctly) responded with something to the effect of "We don't care why you fly but we'll get you there."
I remember seeing a 60 Minutes report, years ago, about the competition between Delta and Eastern Airlines. They highlighted a Delta team in Atlanta that was tasked with identifying outbound Eastern passengers, approaching them and trying to get them to switch their return flight to Delta. They wore Delta lapel pins. On the reverse of the pin was the Eastern tail logo with a big screw through it. Airline competition can get harsh.
Just FYI, NZ's comment (despite what they think) is way too direct to be considered shade. It explicitly calls out AA's campaign in a way that is simply too targeted to shady. For further reading on the nuances of shade I recommend going here: http://jezebel.com/shade-court-i-hate-to-admit-it-but-kim-kardashian-is-1786437194 or watching the classic documentary, Paris is Burning, to get a master class from Dorian Corey: https://www.youtube.com/watch?v=jg900dQQhss
I looked at the seat pitch on AA flights to LAX from AKL and I said no way will fly with them. The best thing about AA flying from NZ to the US the prices are now lower of course you have to book well ahead to get the best prices. But still its competition which is always a good thing.