Emirates has just launched its latest campaign, “The Goose Flies Better,” to help feather its new premium economy nest through the anthropomorphic form of a Canadian Goose called Gerry. But we can’t help thinking it all looks and sounds rather familiar. Or are we missing something here?
The new Emirates global campaign follows Gerry the Goose as he ruffles feathers by, according to the airline, “Deciding to Fly Better aboard an Emirates Premium Economy cabin, while his migrating bird-brethren are in ‘fowl humour’ after a long and tiring flight by wing.”
The ad also features British voiceover talent Michael Cronin attempting to emulate (poorly, in my opinion) the dulcet tones of the legendary Sir David Attenborough.
However, It turns out the quoted ‘fowl humour’ is already ruffling more feathers than just Gerry’s fellow Canadian flock, with the campaign appearing to look all too alike to Air New Zealand’s legendary Dave the Goose’ award-winning Better Way to Fly campaign that first took flight back in 2016.
Have a gander and see what you think…
Air New Zealand (2016): “Better way to fly (Dave)”
Emirates (2022): “The Goose Flies Better”
In case you missed it, Air New Zealand launched its Better Way to Fly campaign featuring Dave the Goose (voiced by Aussie legend Bryan Brown) back in October 2016 in a move to capture more of the Australian long-haul travel market.
Instantly winning hearts and minds and a flock of awards, Dave starred in another five campaigns, which saw him spread his wings in Los Angeles, Buenos Aires and New Zealand accompanied by his Sam Neill-voiced travel partner, Pete the Kiwi, before he flew off into the sunset to return to avian rather than aviation life.
Emirates’ Fly Better slogan, however, was launched in 2018; two years later, with The Goose Flies Better campaign only being launched this week.
So talk to me, goose; Should this all just be considered like water off a duck’s (or Dave’s) back? Or is it time to roast the marketing department?
We asked Air New Zealand, and they told us, “We love the goose; that’s why we did it 6 years ago.”
So did the early bird catch the worm?
The only feathered friends Air New Zealand has welcomed onboard since have been of the real and most threatened kind as part of their continued work as a National Partner for Conservation to protect and enhance New Zealand’s natural environment with the Department of Conservation (DOC).
In fact, since 2012, the airline has domestically transported over: 230 takahē, 1,400 pāteke, 600 native reptiles, 400 kiwi, and 300 conservation dogs, to name a few, which is an extremely commendable achievement.
Clearly, flying better can mean so many things in 2022, especially when it comes to the critical role aviation has to play in making the world a more sustainable and better place for all.
Perhaps Dave could take Gerry under his wing next time?
Regardless, we’ve got the popcorn ready.
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