Ogilvy Malaysia launches Malaysian Airlines new brand film, shot by Stink director Andy Fogwill
Ogilvy Malaysia has released a new Malaysia Airlines campaign shot by Andy Fogwill through Stink.
This film is part of an integrated campaign to launch the brand’s new belief of “Journeys are made by people you travel with.”
The commercial is inspired by human life and the bigger journeys that make it. Celebrating our life journeys that are made so meaningful by the people that help us get there or inter acted with along the way.
Exactly like Malaysia Airlines award winning cabin crew that has your best interests at heart and is committed to make your journey a remarkable one. The ‘Journeys’ campaign, launched on 17 June in Malaysia, is the beginning of an extensive campaign that expands beyond Malaysia.
The campaign, covering markets across Malaysia and ASEAN, UK, Europe and China, is the first major brand campaign in recent years, signalling greater things ahead for the premium airline.
Agency Details:
Client: Malaysian Airlines
Agency: Ogilvy & Mather, Kuala Lumpur
Chief Creative Director: Gavin Simpson
Copywriter: Andrew Low
Art Director: Gavin Simpson, CK Tan
Audio Visual Director: Eric Yan
Producer: Eric Yeo/ Loo Seng Tuck
Servicing: Vivien Linggi, Muhammad Uwais, Khairy AlFiqry
Production Company Details:
Production Company: Stink, Shanghai
Director: Andy Fogwill
Director Assistant: Veronica Von Hunefeld
DOP: Ray Coates
Executive Producer: Desmond Loh
Producer: Anne Lifshitz
7 Comments
Nicely shot, and great to see MAS finally investing in decent production quality. However, the ad idea is not sharp – confused metaphors – all those suitcases are a gimmicky distraction!
Pretty, but this could be for any airline. What does it tell me about the Malaysia Airlines brand? Aren’t they all about Malaysian hospitality or something? Surely I’d rather take my special someone and our 1950s style suitcases [unrealistically light, might I add] on SIA or Qatar?
Classic ad strategy devoid of brand strategy…
Typical airline. Builds you up. Then lets you down in the end.
I have no ‘expert’ comment, only that as a consumer I don’t buy it… it tries too hard to have a bigger message – a take on the overused ‘life’s a journey’… But I don’t really get it : ‘journeys are made by the people you travel with? ‘ What does that have to do with an airline? Unless it’s revealed in a later part of the campaign that MAS is part of ‘the people you travel with’… Would be a great commercial for a suitcase brand !
It really is a bunch of tosh. ‘Journeys are made by the people you travel with’ is meaningless. And of course there is the unwritten rule that you shouldn’t end a sentance with a preposition.
But English lessons aside, I can only think that the agency created this well executed drivel to win an award and not increase sales.
But worst of all, I have to pass a billboard with the young guy and older guy every morning. urgh
Very disappointed with the campaign after MAS throwing so much money, for almost nothing. No strategic planning & USP at all! Should go deep and understand what the passenger really needs today. Hard to compete with today’s airline businesses. I wonder why the concept even get accepted.
The language is very strange: ‘people you travel with’, ‘my comforting touch’. Trite, old, and sounds like it’s been written by someone whose first language is not English. Not particularly credible.