Jakarta - Saatchi &
Saatchi Indonesia has created a series of funny TVCs to launch AirAsia’s new
communications platform. The ads show people faking photos on their social
media accounts to try and look more interesting.
It builds on
AirAsia’s umbrella strategy, ‘Now everyone can fly’ and adds fun and humour by
utilising the universal insight that people are using social media to pretend
to be more interesting than they are.
Alex Tagaroulias, ECD says, “Social media is starting to cause stress amongst its users.
They’re posting things to make themselves look amazing even if they need to
bend the truth to do so. We thought we’d tap into this cultural phenomenon. In
a humorous way of course! ”
The series of
quirky ads were directed by South African Bevan Cullinan and produced by
FatBelly out of Jakarta.