Strong suit: Why Air New Zealand's naked marketing works
Filed under: Company News
A marketing campaign featuring bodypainted employees -- wearing nothing underneath their makeup but their birthday suits -- might seem beyond the pale. A spot with salacious shots and tittering customers could go over the line. But with its CEO joining in the fun, making his own bare(ish) skin integral to the corporate message by stripping down and painting up, Air New Zealand's latest campaign is a prime example of naked marketing that works."Consumers today demand radical transparency from companies, and rightly so," Air New Zealand chief Rob Fyfe said. "Along with Air New Zealand employees, I took off all my clothes to demonstrate in a remarkable way that Air New Zealand staff have nothing to hide and in fact have good reason to feel pride. I'd love other CEOs to follow suit if it would help consumers to feel more confident in organizations."
The advertisement, below, is both catchy and sweet. It uses time-honored methods of showing (and not showing) skin in TV ads with careful placement of a suitcase in front of a male baggage handler's private parts; a stack of coffee cups in front of a female flight attendant's breast, and a few surprised (and admiring) glances from passengers. And it's got tongue-in-cheek humor: "I do love a man in uniform," says a matronly customer in the boarding area.
Response from both consumers and marketing analysts has been positive, and employees in the "making-of" video seem thrilled to have had the opportunity to bare a little more of their souls on camera. In the end, it's a risky stunt that works: no one's demeaned or shocked, the ad is watchable for the whole family, and most importantly, the marketing campaign is connected to the nakedness. Whether it will improve Air New Zealand's ridership is yet to be seen.
To see all 10 of Sarah Gilbert's top 10 best and worst naked advertising campaigns, click here.
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Reader Comments (Page 1 of 1)
6-21-2009 @ 2:40AM
Reality said...
harshel loosen up and stop being an uptight prude
Reply
7-03-2009 @ 2:47PM
Roger said...
Does anyone know the name of the song in the ad?
6-22-2009 @ 9:36PM
Chris Kulbeda said...
What's with these jackasses promoting Colon Cleanse all over the damn place?!
Reply
6-23-2009 @ 12:10AM
Hany said...
Dear Friends, It is always sad and tragic when people prostitute and sell their bodies just for a little gain that might not last. It is a shame and a disgrace when people lose their honor and dignity to gain just a little that won't be able to cover their, yet what is even more shameful is to free-lance so-called journalists glorify their filth and disgrace as something beneficial. In an age of faithlessness and immorality, whatever is shameful, dirty and filthy is presented as a sign of freedom when in fact it is slavery at its best. What a Shameful indignity.
Reply
7-03-2009 @ 4:40PM
laura said...
haha. youre funny.
7-08-2009 @ 7:33PM
Jaq said...
There is something that "is a shame and a disgrace" about the human body? I must have missed that one. I have never felt a loss of "honor and dignity" by getting undressed, do I have a problem? The only filth, disgrace, faithlessness, immorality, shameful, dirty and filth presented in the signs of today's freedoms is how we glorify violence in our society and how we treat each other so badly, my friend Hany. Peace Brother
6-23-2009 @ 1:20AM
Jim said...
Very nice....I'm glad someone still has a sense of humor. And by the way, Colon cleanse weirdo....go away, because I think if you really used the product, there'd be nothing left of you, because you're all COLON.
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6-23-2009 @ 2:42AM
Paxrail said...
Air New Zealand is a great airline, superior service. The best.
Reply
6-24-2009 @ 12:40PM
Sandra said...
Funny!! Especially the woman at the end. Geez Hany lighten up! There's nothing inappropriate about the ad. No one is selling their bodies, it's very tastefully done. Don't be so uptight, you'll give yourself high blood pressure. Humour will keep you young and healthy! Great ad Air NZ!
Reply
6-25-2009 @ 12:50AM
Matt said...
What is it with kiwis and body paint?! First the AirNZ TV ad and now this! http://tinyurl.com/lz4boo
Reply
7-03-2009 @ 5:04PM
pdgrovebaskets said...
I like it, I think it's funny. An ad always makes me want to buy their product more if it makes me laugh. Plus, I don't see anything that a person shouldn't see. Unless I've forgotten what it looks like. I haven't been single THAT long that I think I've forgotten. Anyway, I think it's an ad that has some imagination behind it. The only time I could REALLY tell they were painted uniforms is the stewardess' boobs bounced as she came up the aisle. Other than that, if I hadn't been told I don't know if I would have known they were painted on uniforms. I would have thought they were just very skin tight. Anyway, people, chill out and get a life. It's funny. Stop being so serious and laugh for once in your life.
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7-03-2009 @ 6:55PM
me said...
Absolutely brilliant...........
Reply
7-03-2009 @ 7:14PM
Cliff said...
I see nothing wrong with the ad. Thumbs up Air New Zealand.
Reply