Aeromexico - We Prove It Different

Aeromexico - We Prove It Different

Aeromexico has tackled stereotypes and common misconceptions with its lively “We Prove It Different” campaign produced by Ogilvy & Mather, Mexico.

The ad campaign consists of vignettes which consider traditional myths about destinations, cultures, and services which Aeromexico wants to help people break. It features television and radio spots, print ads, and billboards. Aeromexico will gradually include different types of ads and graphic materials.

The airline has been fearless about taking on what some might consider no-go topics, like: “All you go to Amsterdam for is to smoke pot.” .

In the YouTube video of the campaign, the airline juxtaposes other common stereotypes like, “Mexicans are macho” with images that prove differently, such as a Mexican man doing the dishes at home. Less controversial topics dispel destination myths, like “You can only go to Cancun for Spring Break” and experiential myths like “when you fly all you get for free is water.”

Andrés Castañeda, Deputy Director of E-Commerce Marketing Strategies explains the philosophy behind the campaign saying,

Aeromexico is a global airline that serves different countries across the globe, and is proud to serve the diverse customers who fly with us. Our goal with this campaign is to encourage travellers to reassess different destinations. In other words, we don’t want them to simply settle for what they hear about these places, but want them to personally visit and experience them so they can form their own opinions.

The airline has also promoted the campaign on Social Media with the label “Rompiendo Mitos” (Breaking Myths).