The Drum Awards for Marketing - Extended Deadline

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Agency: Dentsu X
Client: AirAsia
Date: Feb 2018
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AirAsia is welcoming in the year of the dog by telling the, now widely used, story of reunion at Chinese New Year, but with a twist, it’s told from the dog’s perspective.

The ad starts out in a very recognisable storyline of a mother awaiting her family to return for Chinese New Year. For the majority of the ad it’s unclear who she is talking too, though the film is shot from a lower perspective.

The mother frequently references to ‘Ah Boy’ that his ‘Papa’ will be home at some stage, creating the illusion that it may be a small child.

As ‘Papa’, one of the sons, arrives back, ‘Ah Boy’ is revealed to be a dog, a cute beagle, who welcomes his owner back.

The message of the ad is ‘the ties that bind us lead us home’, which helps segue into AirAsia’s wider brand messaging.

Credits

Dentsu X