Air France - France Is In The Air

Air France - France Is In The Air

One year ago, Air France launched its ‘France Is In The Air’ brand platform amid much fanfare, which was generally praised for its creativity and flair.

Air France has now embarked on a lavish flight of fantasy in its first global commercial since 2011 with a 45-second spot directed by film collective We Are From LA (which also directed Pharrell’s ‘Happy’ video).

The action takes place inside an oversized, stylized airplane cabin and colorful images of French culture and taste play across the screen. Viewers are treated to ballerinas, the Tour de France, a high-fashion photo shoot, pastries, young lovers and more. Most of the performers ride swings dangling from the ceiling.

The song Warm in the Winter from artists Glass Candy takes centre stage as the soundtrack. Remixed to include the signature “France is in the Air” message, the soundtrack has also been deployed across touchpoints such as phone call waiting and aircraft boarding.

BETC executive creative director Rémi Babinet explains.

Communications for airlines tend to show planes, smiling stewardesses and comfy seats. It all looks the same. We wanted to make people feel Air France’s unique spirit. The airline is a flying embassy of the art de vivre that France stands for.

The commercial is broadcasted on tv and in cinemas in France, USA, Brazil, Japan, China and Italy. On YouTube, the spot was viewed over 2 million times in just 4 days and is currently nearing 50 million views.