I love airports largely because they’re the best places in the world for people watching, in my opinion. You have people going from just about everywhere to just about everywhere, for just about every reason. Some people travel for happy reasons, some people for sad reasons. Everyone has a story, and to me the way that airports capture that is endlessly fascinating.
Probably my favorite thing about airports is when you enter the arrivals hall and see hundreds of people standing there to greet loved ones (okay, the exception is in places where you’re swarmed by people wanting to offer you taxi rides, when I find this all less enjoyable).
I can’t help but have a massive smile on my face every time I witness this, and can’t help but wonder what each person’s story is. How long has it been since they last saw the person they’re waiting for? Or are they meeting for the first time? I have so many questions.
Anyway, last week SAS launched a new ad campaign that might just be one of my favorite airline ads ever. It’s called “The Arrivals.” As the name suggests, it captures that magical moment when people greet loved ones in the arrivals hall of an airport.
Here’s the video:
Really there’s very little commentary needed since I think the expressions you see here transcend all languages. However, the way this is done makes it even more impactful, in my opinion.
The EVP of Sales & Marketing for SAS had the following to say about the ad:
“We at SAS, together with our travelers, bring a lot back with us from our journeys. We bring home inspiration and courage, perspective and love. Travel changes us, and when it changes us, we change the world. With our new campaign ‘The Arrivals’ we want to show that travelers return richer.”
The ad was filmed over the course of a week at Copenhagen Airport. They used both a cast and real chance encounters at the arrivals hall to capture those moments. I’m sort of bummed that some of these encounters weren’t genuine, but I guess given the logistics involved, that’s not too surprising.
I can’t write about an emotional ad campaign without linking back to my single favorite emotional airline ad ever, which is British Airways’ “Visit Mum” campaign from 2013:
What do you make of the new SAS ad campaign?