A SAFE BET(TY) FOR AIR NEW ZEALAND
Arguably America’s favorite nonagenarian, Betty White is now the star of an international campaign. Air New Zealand has tapped the golden girl (along with Gavin Macleod, her former Mary Tyler Moore co-star – better known as The Love Boat’s Captain Stubing) for an air safety video. Now you might be thinking “What could possibly be more boring and less viral than a safety video for Air New Zealand?” – and you’d usually be right. I mean, when is the last time you heard anyone talking about air safety videos…or even mentioning Air New Zealand? But that’s all in the past, thanks to “Safety School Old Style.”
The campy video set in a retirement home called “Second Wind” – a name that works on so many levels here – uses senior citizens and low-tech deck chairs to illustrate the latest safety precautions aboard Air New Zealand. Ms. White’s delivery is, as ever, perfect. Who can believe she is 91 years old? It’s quite clever of this non-US brand to recognize the wit and mass appeal of Ms. White…and to craft this campaign around her. While celebrity spokespeople can often be quite a gamble for a brand, I believe Air New Zealand has a safe Bet(ty) with this campaign.
~ @AdvertGirl (CEO, The S3 Agency)