WestJet Canada opts for a mockumentary-style film to seal entry into UK market

It's the first campaign since WestJet Canada appointed Publicis London in May as it looks to establish the brand in the UK.

For the campaign to target Brits, the airline opted for a 90 second mockumentary style film titled ‘Dave The Dog’, which will run on YouTube, Facebook and on WestJet’s website.

It sees Dave, who lives in London, telling the camera he wants to fly to Toronto to see his girlfriend but can’t because of the cost.Not to be discouraged, he disguises himself as a dog and flies freight in order to make the neccessary savings. It ends with Dave convinced his solution is best, until he sees an WestJet ad in the paper promoting its low-cost fayres.

Richard Bartrem, vice president, marketing communications at West Jet, said the work is a reflection of the airline’s “fun and friendly attitude”.

“Low-cost travel can be fun and we look forward to welcoming the many Brits who will travel with us next year and won’t require Dave’s dog costume,” he added.

It will run across social, digital and print as a precursor to a wave of brand activity in 2016.

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