Read our new manifesto

Start 2021 with fresh ideas
and practical tips on...

CUSTOMER EXPERIENCE

BRAND SAFETY

GAMING AND ENTERTAINMENT

SOCIAL MEDIA

CTV AND OTT

CUSTOMER RETENTION

DATA AND IDENTITY

PURPOSEFUL MARKETING

WATCH ON DEMAND FROM 25 Jan 2021
Banner BGBanner BG

KLM highlights its wide UK network with comedy ad campaign in time for the summer holidays

KLM Royal Dutch Airlines is highlighting the extent of its network in the UK with a new ad campaign that humorously highlights the perils of driving long distances to catch a flight.

Created with production company Hoot Comedy, ‘Why did we ask your brother?’ sees a family of holidaymakers driven to the brink – quite literally – by their hapless relative who struggles to get them to the airport on time.

“The objective of this campaign is to support our commercial strategy of promoting regional airports to fly the world. This advert is very specific to our UK audience and it was an exciting exercise to innovate with this new campaign,” said Djamila Pethen, marketing manager UK for KLM.

James Rawlings, creative director of Hoot Comedy, added: “The fact that KLM offer services from 15 cities in the UK, forced us to look at the part of the journey that's now no longer relevant: that long, unpredictable and often stressful journey to the airport. And what if you throw in an unreliable relation to help get you there? This was an exercise in bringing to the screen all those little peculiarly irritating moments we've all experienced when embarking on an international journey. Hopefully the audience will identify with those too.”

Currently the Dutch airline departs from 15 cities across the UK and operates services worldwide via its hub in Amsterdam Schiphol Airport.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis