Copy of Air New Zealand "Dear Listener" newspaper ad
(1m, JPG format)
Air New Zealand "Dear Listener"
This clever, biting topical ad stands out as the clear winner in NZ NAB's Ad of the Month for May.
Agency: .99
Client: Air New Zealand
Brand/product: Dear Listener
Judge’s comments
“The work that stood out in a sea of ordinary stuff would have to be the recent dialogue between Air New Zealand and the Listener. On one side Air NZ and boss man Rob Fyfe respond publically to a pretty damning Listener editorial about a proposed trans-tasman buddy-up with Virgin Blue. On the other side is the Listener’s quick and clever rebuttal to Air NZ’s suggestion that they don’t listen...
This is what newspaper advertising should be about - powerful, topical, and fast moving answers that start people talking.”
Josh Lancaster - Josh and Jamie.
Full credits and comments can be viewed at the NZ NAB website.
Background
A war of sign language broke out between Air New Zealand and the Listener magazine over a damning article alleging the airline will be going budget as a consequence of its trans-Tasman partnership with Virgin Blue.
Air NZ responded by taking out full page newspaper ads, accusing the Listener of being deaf.
The ads, a letter to the Listener, are primarily written in sign language. The introductory line states “We've worked bloody hard to create an airline New Zealanders can be proud of, and it really winds me up when someone gives us a gratuitous slap''.
The ad concludes with small print stating that a translation of the ad can be viewed on a special Dear Listener website – which you can also see below.
Source: stuff.co.nz - Air New Zealand, Listen in war of words, May 14, 2010.
June 2010
