Run out of milk? Catch a plane to London using your Qantas Cash travel card
Qantas has unveiled a new campaign, created by Droga5, promoting its Qantas Cash travel card, an extension of the Qantas Frequent Flyer program.
The TVC tells the story of a young woman who runs out of milk in the morning. Rather then the usual dash to the shops, she catches a train to the airport. One Qantas flight later and the character is buying a carton of milk in a shop in London, using her Qantas Cash travel card to complete all the transactions. The ad ends with the slogan ‘It’s the card for every journey’.
https://www.youtube.com/watch?v=u_d9fg4vck8
The slogan echoes the slogan used in Droga5’s previous campaign for Qantas Frequent Flyer which used the tagline ‘Qantas Frequent Flyer for every journey’.
I think it’s a nice ad but I think that the transition from Australia to London is not as obvious as it needs to be. I could imagine many viewers missing that point entirely.
Sometimes the simple approach is better. I am assuming that the key communication of the ad is that you can take the card anywhere you travel and it just works.
Perhaps the milk narrative has distracted from that … the viewer asking themselves “why is she on a plane to get milk?” and being distracted to the point of missing the consumer message.
Maybe I am wrong and would be interested in other people’s thoughts
Good luck declaring that milk at customs
The plastic bottle will explode in flight as well. Could have used a few thousand better examples.
Agree with Jimi, had to watch it twice. Needs a shot of a plane somewhere
all this proves is that mastercard can be used in a lot of places.. which consumers kinda already know.. nothing special about qantas cash card – its just a mastercard with some different paint on the plastic