While Air Canada decided to poke fun at Canada itself, WestJet chose to poke fun at Air Canada.
In a response to Air Canada’s recent new “travel like a Canadian” ad campaign, WestJet is promising not to treat people like cattle…unlike the other unnamed airline.
It’s actually a cute ad. You can watch it below:
If you liked it, here is a behind-the-scenes look at how it was filmed:
WestJet is transforming itself from a regional carrier focusing on domestic and transborder flights to a network carrier. With that shift and growth comes the risk that WestJet will lose its personal touch. The point of the ad, beyond mocking Air Canada, is to assure passengers that all is okay:
Richard Bartrem, WestJet’s VP of Marketing Communications, underscored this:
We want the travelling public to know that as we become a global network carrier, we will never lose sight of the caring WestJet touch. Travel can be unpredictable and this campaign represents how we will always try to put ourselves in our guests shoes by delivering the caring guest experience that has made WestJet stand out from the herd.
The ad is creation of Rethink, a marketing company. Christina Yu, a Managing Partner at Rethink, said:
We wanted to playfully show how travel can feel when other airlines don’t treat people with the same attention and care that WestJet does. We have experienced first-hand what sets WestJet apart from the competition and we love how this campaign challenges the norms in the industry.
I love a well-done airline ad and WestJet proves here it can do more than just Christmas specials.
What do you think of the new WestJet cattle ad?
(H/T: One Mile at a Time)