I’ve written in the past about the best airline boarding music and the best airline safety videos. Continuing with the theme of enjoying airline-related things at home, today I want to share some of my favorite airline ads that were produced in the past 25 or so years.
I’m a huge fan of both airlines and marketing, so when you combine the two, I enjoy airline ads more than others. It’s hard to rank these ads since they’re all so different, but below are some of my favorites (and then in the comments section, I’d love to hear which ads OMAAT readers like most, ideally with links to them).
In this post:
Etihad’s “Flying Reimagined” campaign
Ahhh, remember the time when Etihad was super aspirational and lighting money on fire, rather than trying to be more fiscally conservative? Yes, it was a lovely few years. The below ad featuring Nicole Kidman is just so whimsical and fun to watch, and really was the start of Etihad (briefly) being an ultra-luxurious carrier. On the plus side, Etihad is once again headed in the right direction and offers great inflight service, and the airline has even brought back its Airbus A380s.
American Airlines’ post-9/11 ad campaign
You’re probably surprised I’m including an American Airlines ad on this list, but the company’s post 9/11 ad campaign was phenomenal, with the following inspirational tagline that rang true at the time:
“We are an airline. But it’s become clear we are more.”
With the industry having in the past several years faced its biggest challenge since 9/11, this ad sure seems relevant again. But goodness, how far American has fallen when it comes to its mission…
British Airways’ “To Fly, To Serve” campaign
One aspect of British Airways that I’ve long loved is the advertising. Of British Airways’ ads, the below one that recounts the advancements in aviation is one of my favorites.
Also, while the below doesn’t qualify as a traditional advertisement, British Airways’ “Visit Mum” campaign is one of the most touching five minute videos I’ve ever seen. If it doesn’t make you cry, I question whether you’re human.
KLM’s “100 Years Of Progress” campaign
To celebrate its 100th birthday, KLM released an incredible ad showcasing the progress of aviation since the company’s founding. Not only do I love the message in general, but the production quality is flawless, given the extent to which uniforms and aircraft over the years are featured.
Air France’s “France Is In The Air” campaign
Back in 2014, Air France unveiled its “France Is In The Air” campaign, which is just so catchy and captivating and French. I really think Air France is due for another ad campaign that captures the magic of France, and ties that in to the airline, especially with how much the carrier has evolved in recent years.
Singapore Airlines’ “The Lengths We Go” campaign
Singapore Airlines is such an iconic brand, and the airline has had so many memorable ad campaigns over the years. My favorite is the 2013 “The Lengths We Go” campaign. The music, the imagery… wow!
I’ve gotta say, though, the carrier’s 2023 “Welcome to World Class” campaign is pretty extraordinary as well.
Turkish Airlines’ “Widen Your World” campaign
Let’s be honest — Morgan Freeman could read the ingredients list of a Fiber One bar and I’d be into it. When you combine Turkish Airlines with Morgan Freeman, you get magic.
While not as widely relatable, avgeeks will appreciate the below Turkish Airlines ad, featuring kids that are as excited about airplanes as I am. These kids are basically me in Miami (since I live under the approach path for MIA), except I don’t have to build a runway.
Qantas’ “Feels Like Home” campaign
While this ad is from before the pandemic, I imagine that for many people this felt especially relevant again during the pandemic, especially with Australia’s border policies at the time. I know many Australians feel like they’re at home the second they step on a Qantas flight in another country, and this ad captures that perfectly, along with the joy of reuniting with loved ones.
Emirates’ Jennifer Aniston campaign
There’s not a more fun way to fly than in Emirates’ A380 first class. Emirates’ ad from several years ago that stars Jennifer Aniston sums up what makes it so incredible.
While objectively pretty cringeworthy, I also love how catchy Emirates’ “I Want To Fly The World” ad is, which debuted during the pandemic.
And let’s not forget the unbelievable stunt that Emirates pulled off, where a stuntwoman dressed as a flight attendant climbed to the top of the Burj Khalifa to hold some signs.
Lufthansa’s “Fanhansa” campaign
While not as sentimental as some of the other ads, you have to give Lufthansa credit for its humorous “Fanhansa” ads. In this particular ad, you have two Brits who end up being booked on Lufthansa, and it’s funny to see the difference between what they’re expecting from the Germans and what they actually experience.
Lufthansa had an ad with a similar message for the India market, which was also hilarious.
Alaska Airlines’ “Safety Dance” campaign
Alaska Airlines deserves credit for making pandemic restrictions interesting, with its incredibly catchy safety dance. I can’t think of any other airline that made mask wearing and threatening to ban someone from flying with the airline so fun to watch, but Alaska pulled it off.
And for those of us industry geeks, arguably the oneworld alliance’s version of the safety dance was even more fun, with leaders from several airlines participating. However, I’m not sure some people (including the CEO of Alaska Airlines!) got the memo about the whole point of the video, which was to wear a mask.
WestJet’s “Christmas Miracle” campaign
WestJet does an amazing job with its marketing, as the airline has both amazing April Fools’ and Christmas Miracle videos. Nothing can compete with WestJet’s real-time giving Christmas Miracle video, where the airline quite literally bought gifts for passengers while they were on the flight, and the gifts showed up at baggage claim. If this doesn’t cheer you up, I don’t know what will.
SWISS’ “The People Behind SWISS” campaign
While this is more of a brand movie than a traditional ad, fellow avgeeks will appreciate the below video from SWISS, which showcases just how much goes into airline operations. The music is pretty great as well.
Bottom line
I think the above is a pretty good sampling of some of my favorite airline ads. From inspirational post-9/11 ads, to ads showcasing the wonder of aviation, to ads focused on specific aspects of airline products, there are quite a few to choose from.
What are your favorite airline ads?
I miss United’s ads with Rhapsody in Blue and Gene Hackman doing the voiceover. Don’t know if it was a great campaign or just nostalgia on my part.
HELP (possible Mandela effect)... I've searched exhaustively online and via AI to find an airline video that I KNOW exists but am becoming concerned I dreamt it up.
I remember it as an arrival "hype video" for a middle eastern airline that starts from an empty black screen with (i think) a woman's voice saying something to the extent of "you feel it before you see it..." and then dramatic cuts to stereotypical middle...
HELP (possible Mandela effect)... I've searched exhaustively online and via AI to find an airline video that I KNOW exists but am becoming concerned I dreamt it up.
I remember it as an arrival "hype video" for a middle eastern airline that starts from an empty black screen with (i think) a woman's voice saying something to the extent of "you feel it before you see it..." and then dramatic cuts to stereotypical middle eastern places, items, etc. with more narration about how this destination inspires awe, passion, excitement, thrill, etc. I wanted to say it was Etihad pre-2020 around when they released that all black athleisure-ish line when trying to go ultra-luxe and sexy as a brand... which could also fit Emirates... but I extended the search to others like Qatar, Oman, Jordanian, etc. without success.
Does this ring a bell? Is it a false memory? Is my research awful and it's easy to find? Any insight is much appreciated!
Can I suggest LOT Polish’s “it’s who you travel with” campaign?
The SAS “As good as home” ad is one of very best.
https://www.youtube.com/watch?v=oJDO2uc8ZEk
China Airlines #whattravelbringsyou
Mostly airline agnostic, but captures the spirit and wonder of travel, and conjures up personal past adeventures
I dare you to try this ‘airline’ for a real Yorkshire experience ….
https://m.youtube.com/watch?v=6VLYpKGVBUg
You nailed this list Ben. Qantas, BA and SQ’s being my favourites.
But ask any Australian and they’ll almost universally tell you this is their favourite:
https://youtu.be/-niyYHexMTo?si=QW5TcMPgEeZLlyE7
Brilliant Anthony …. you sentimental digger, you!
Thank you for posting the link.
Honorable mention to the "wanna get away" ad series from Southwest in the 2000s. Those were funny.
Those were downright hilarious. Also laughing at how Lufthansa managed to rub salt in the wounds for the Three Lions.
United had some incredible ads over the years. These are just a few. Notice there very little dialogue and the imagery is spectacular.
https://m.youtube.com/watch?v=i6LDrVAONII&pp=ygUadW5pdGVkIGFpcmxpbmVzIGNvbW1lcmNpYWw%3D
https://m.youtube.com/watch?v=B9vWCKlseus&pp=ygUadW5pdGVkIGFpcmxpbmVzIGNvbW1lcmNpYWw%3D
https://m.youtube.com/watch?v=31f19A_1avA&pp=ygUadW5pdGVkIGFpcmxpbmVzIGNvbW1lcmNpYWw%3D
I do not suppose it is an ad campaign, but instead a mere commercial, but:
https://www.youtube.com/watch?v=2yxhWYUrs4Y
is timeless, especially when more and more professionals need to return to office.
United's post-9/11 ad was much more poignant, with employees talk about their association with flying, and ending with the tagline WE ARE UNITED. https://www.youtube.com/watch?v=VywUQz-DtHs
Honorable mention: United’s decades-long use of “Rhapsody in Blue” was a standout in audio branding.
How about this ad? Cheeky fun
https://www.instagram.com/reel/DIWsK0yJgmI/?igsh=MW43aDhiamx3OGxjYQ==
As an Aussie, my favourite airline ad is definitely “I still call Australia home” by Qantas.
The most striking aspect of the AA post 9/11 ad was seeing the elegant and classic the 3 stripe livery of that era.
This ad for United came out in 1978 and I was working for Northwest Orient at the time. United seemed to "glamorous" LOL
https://www.youtube.com/watch?v=AeXrMRf25U8
The Safety Dance video reminds me of the incredible, fun, catchy Virgin America safety video: https://www.youtube.com/watch?v=z1A5BtqsaPM ... I sure do miss that airline.
Their original irreverent animated video was also great: https://www.youtube.com/watch?v=eyygn8HFTCo
Korean Air All about you. I believe it's German produced.
https://youtu.be/LKxdM3QcZKw?si=xPcHH1Z3hp3An8be
United Airlines 1982 commercial with Nancy. I was working for Northwest Orient at the time this commercial came out. Still love it.
https://www.youtube.com/watch?v=AeXrMRf25U8
Air France 2011
https://m.youtube.com/watch?v=J6bGnSEwdKY&pp=ygUWYWlyIGZyYW5jZSBhZHZlcnRpc2luZw%3D%3D
I love all of them, I have another favourite from back in the day, Virgin risky TV ad promoting the coffin seat;
https://youtu.be/kt349qVG6yk?si=6zBnnxkurl-7Gsyx
Those were the days before, WOKE, BLM, etc, etc, (I cannot remember every single nonsense) and all the other silliness which the mindless advertising morons slam down our throats today. A little light entertainment and laughter sells products …. WOKE is simply too boring to remember.
No need to be racist AeroB13a. Of all the varieties of advertising messages throughout the years, you chose to mention some that are rare in airline ads.
Racist? Really Ricky?
Are you one of the “Mindless advertising morons” by any chance?
Just a “WOKE” advocate then perhaps?
The mind boggles!