Qantas has revealed its new heartstring-tugging ad campaign to get Australians vaccinated against Covid and back flying again, bringing the internet to tears.
Featuring the uplifting track Fly Away by Melbourne singer Tones and !, the 90-second high impact tearjerker takes viewers on a rollercoaster of emotions.
It focuses on several different Aussies caught in the current Covid crisis with lives on hold and travel plans postponed until high vaccination rates see flight options open up.
One family can finally take their kids to Disneyland, while another couple set off for their delayed wedding in Singapore, and a farmer finally flies to London to see his daughter.
Qantas has revealed its new heartstring-tugging ad campaign to get Australians vaccinated against Covid and back flying again – and brought the internet to tears. (Pictured, a family in the ad on their way to Disneyland)
Featuring the uplifting track Fly Away by Melbourne singer Tones and !, the 90-second high impact tearjerker takes viewers on a rollercoaster of emotions. (Pictured, a rural Australian in the ad separated from his daughter overseas)
It focuses on several different Aussies caught in the current Covid crisis with lives on hold and travel plans postponed until their Covid jabs sees flight options open up. (Pictured, a couple in the ad whose wedding in Singapore has been postponed by Covid)
After Covid vaccinations though, the characters in the ad are all able to live their travel dreams. (PIctured, a mother in the ad wearing Minnie Mouse ears she bought on a previous trip to Disneyland)
But despite its focus on Covid jabs being key to the return of international flights, the ad never actually mentions the disease or vaccinations once.
Instead it simply shows brief footage of the characters being jabbed midway before their lives return to some degree of normality and they can resume their travel plans.
Paul Chappell, co-founder of Sydney ad creative firm Brand+Story, said the intention was to move the discussion on Covid towards positivity for the future.
‘We wanted to bring some hope and optimism to the pandemic narrative,’ he said on Monday. ‘Hopefully it has!’
But despite its focus on Covid jabs being key to the return of international flights, the ad never actually mentions the disease or vaccinations once. (Pictured, characters in the ad receiving their vaccinations)
The ad shows Aussies being jabbed (pictured) before being able to resume international air travel
After its release, the many feelgood moments shoehorned into the short clip sent the internet into a tear-stained tailspin. (Pictured, a moving scene from the ad)
Some questioned the lack of masks being worn on the ad’s post-vaccination flights, despite an expectation they will be mandatory for the foreseeable future. (Pictured, a couple in the ad board a flight after getting their vaccination)
After the release of the ad, the many feelgood moments shoehorned into the short clip sent the internet into a tear-stained tailspin.
Twitter was flooded with praise for the ad, with many admitting its impact had taken them by surprise and left them overcome with emotion.
‘I’m not crying, you’re crying,’ was tweeted repeatedly by fans of the ad. Twitter user Jon Waldron added: ‘Best ad ever. The absence of death isn’t the only measure of life.’
Twitter was flooded with praise for the ad, with many admitting its impact had taken them by surprise and left them overcome with emotion. (Pictured, some of the tweets praising the ad)
Some said it had done more to encourage vaccinations in 90 seconds than the federal government has done throughout this year.
Others however questioned the lack of masks being worn on the post-jab flights, despite an expectation that they will be mandatory for the foreseeable future.
Former Deputy Chief Medical Officer Dr Nick Coatsworth hailed the ad for giving everyone an insight into the way out of the pandemic and encouraging vaccination.
‘This is how you get people looking forward to what a vaccinated society looks like,’ he tweeted. ‘Nice work @qantas.’
Some viewers said it had done more to encourage vaccinations in 90 seconds than the federal government has done throughout this year. (Pictured here is a stock image)
The intertwined stories left many viewers in tears. Pictured, one of the final emotional shots from the ad)
The ad’s release coincided with Qantas launching a new rewards campaign for fully-vaccinated Australians.
Prizes on offer include a year’s worth of free flights, Accor hotel stays, cheap fuel, free Qantas points, status credits, and $20 flight discounts.
From tomorrow, fully-vaccinated Australian-based Frequent Flyers who are 18 and over will be able to claim their reward through the Qantas App.
All members need to do is choose one of three prize options – 1000 Qantas points, 15 status credits, or a $20 flight discount for Qantas or Jetstar – and they will be automatically be entered into a mega prize draw.
Qantas has unveiled its vaccine reward mega prize campaign which kicks off on Tuesday (stock image)
Ten mega prizes will be up for grabs with a winner selected from each state and territory, and two mega prize winners as part of a national TV campaign.
Winners will receive a year’s worth of flights to take off to more than 60 destinations around Australia, with free accommodation across 345 Accor hotels, resorts and apartments including Sofitel, Pullman, Peppers, Mantra, Mercure, Mövenpick, Novotel and Ibis.
Prize recipients will also be able to top up their cars with free fuel from any of BP’s 1,400 service stations across the country.
And when borders start to open, winners will also be able to take off to any Qantas and Jetstar international destination.
Qantas Group CEO Alan Joyce said the vaccine rollout was critical for protecting public health and key to breaking the cycle of lockdowns.
Qantas Group CEO Alan Joyce (pictured) said the vaccine rollout was critical for protecting public health and key to breaking the cycle of lockdowns
‘Getting vaccinated is an important step that every Australian can take that brings us that little bit closer to life as we knew it,’ he said.
‘As the national carrier, we want to recognise those who have made the effort to protect themselves and the community.
Mr Joyce said the campaign was one of the biggest giveaways Qantas group has ever run.
‘The impact of the pandemic on the travel industry and our own Qantas Group team members means we have a clear vested interest in the success of the vaccine rollout,’ he said.
Fully-vaccinated Australians can enter a draw to win a year’s worth of free flights, hotel discounts, and free fuel
‘Our crews can’t wait to get back to reuniting family and friends, taking people on holiday and putting some energy back into the whole tourism industry. For us, getting the vaccine rate up to 70 and 80 per cent means thousands of people can go back to work.
‘With the Federal Government’s vaccine program ramping up across the country, now is the ideal time to say thank you to Australians for stepping up and protecting themselves and others.’
Mr Joyce said Qantas will put forth a recommendation of when international borders should reopen during discussions with the government on Thursday.
He said he hopes border restrictions will ease by December to allow families to reunite for Christmas.
‘We are looking at [what will happen] when we get to a level of 70 and 80 per cent vaccination,’ Mr Joyce told Sunrise on Monday.
‘Hopefully we get states keeping to the national cabinet’s commitment to have borders opening up, and we can get people to meet at Christmas, to see their families and travel for holidays.
‘We think that is a minimum of what should be happening.’