ANA - Japan Elevated

Japan’s ANA has launched a new campaign called ‘Japan Elevated’, which it says is aimed at “affluent millennial international travellers.”

The Japan Elevated campaign marks the first work for the brand from VMLY&R New York following winning the business in late 2017. The idea behind the campaign is to appeal to millennials desire for ‘authentic experiences.’

Hence, the ad has a dreamy / trippy feel to it, where various scenarios from a chef preparing dishes, to a passenger watching the IFE system, are played out in the sky.

Ad Age points out that the new ANA ad campaign isn’t dissimilar in style to the ‘France is in the Air’ ads from Air France. We’d add that stylistically it is also very similar to Virgin Atlantic’s “Depart the everyday.”