The latest film for airline group Star Alliance is a fun tribute to the car races and chases of Hollywood. But it’s Atomic’s casting that elevates the spot to become a brilliant lesson in on-screen diversity.
The ad opens with a passenger arriving late to the airport with little time to make his connecting flight. He’s greeted by an airport transport buggy – only to realise that his journey will be a hair-raising one when he straps in with a heavy-duty belt.
At the wheel is an older female driver, who expertly navigates the buggy through the airport at top speeds in the style of Edgar Wright’s Baby Driver. She halts the vehicle right in time outside the gate and makes sure the traveller is in possession of his teddy bear gift before catching the flight.
Conceived by Atomic London to raise awareness of Star Alliance’s Connection Service, the film is one of a handful of non-beauty ads to feature an older – but not elderly – woman in a starring role.
“We relish the bravery of clients like Star Alliance, in making an ambitious film like this with us,” said Guy Bradbury, executive creative director at Atomic. “We suspect that a handbrake skidding, J-turning, pimped out, airport buggy is going to be pretty hard to ignore and rather difficult to forget, which on average means it’s twice as effective.”
The ad builds on Star Alliance’s ‘Detail Matter’ platform, which launched earlier this year. It will play out on the social platforms of its 28 members, as well as on its own channels, and will be supported by in-flight entertainment, online, digital display and print.