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Air New Zealand: "Nothing to hide"

 

Posted on May 20, 2009
C. Werle

 

Like so many things, the use of nudity in advertising is dependent on the industry’s climate and current trends. We can all recall the 90’s, when any advertisement for any product whatsoever seemed to be eroticized in some way or other. Following this hyper-sexualization, nudity became rarer, and advertisers relied on other methods of grabbing audience attention. Currently, there is a return of nudity, as exemplified by the Nike Naked Running Camp commercial for instance. However, there is a difference between these ads and the ones from the 90’s, as nudity is now rather being presented in an amusing or ironic way.

The latest example of this trend is a viral video launched by Air New Zealand which plays on irony to attract the attention of consumers. Their slogan, "Nothing to Hide", is illustrated by images that show the personnel of New Zealand Air wearing nothing but... body paint.

For this operation the company used volunteers from within their own staff. From the making-of spot we get the impression that the employees had a great time creating the ad, which flies well internally within the company, as well as with their other employees and family members. That way the ad serves a double purpose, catering both to an external and an internal public.

Air New Zealand has shown creativity in the past as well. In February they delighted us with Saverjet - No Hidden Fees, a viral video with lots of winks to other low cost competitors such as Ryan Air. (By the way Ryan Air also created an exceptional amount of buzz last year through their calendar featuring their stewardesses.)

This video joins the long list of videos that use nudity to get themselves talked about. The concept, the humor, and the quality direction make it a possible candidate for a buzz success. We also greatly appreciate the respect of good taste, showing (or rather not showing) nudity without falling into sexism or voyeurism, and are impatiently awaiting the next Air New Zealand commercial.


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Comments

1. Thursday 25 June 2009 attime 08:55,

What’s with Kiwis and bodypaint??? This guys painted his entire body black and walked around Sydney in his speedos to win some tix to the next All blacks/Wallabies game! http://is.gd/1cCrr

2. Wednesday 8 July 2009 attime 15:35, by Gregor Anton :: Brilliant!

Briliant commercial. One of the better marketing commercials that hits the hot spots.

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