Closing comment – Creative campaign can cause crying


Qantas have unveiled a new creative communication campaign, ‘Feels like home’, using the stirring song featured in My Sisters Keeper and countless other cry-worthy movies.

The new campaign, which launches on Sunday on television and in cinemas, follows a challenging year for Qantas with job-cuts, increasing competition and financial losses.

According to Mumbrella “The carrier is drawing on the oft-cited emotional pull Australians feel towards Qantas by featuring five “real stories” of Aussies returning home from overseas in a campaign called “feels like home”.

A two-minute commercial, which airs from Sunday, depicts the emotional reunion of five passengers with their loved ones in Australia, all shot in real time. A series of five shorter ads featuring individual stories will roll out over the coming weeks.

Here are some other campaigns in recent times that have created cause for crying:

Tim Tam turns 50 & reunites long lost friends and family
Thank you mom by P&G
Pictures of You by TAC
Fading Families drinking & driving commercial
Homeward Bound: Google Maps

Have a little cry before you start the weekend! It’s healthy!!

Cheers, Jack & the c word crew

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