Baz Luhrmann creates new US ad campaign for Qantas, with Chris Hemsworth lending his familiar voice
Written by admin on September 30, 2024
Legendary Australian filmmaker Baz Luhrmann has crafted a new television advertisement for Qantas, with homegrown Hollywood megastar Chris Hemsworth lending his familiar voice.
The Moulin Rouge, Elvis and The Great Gatsby director and producer joined with his wife, Oscar-winning costume designer Catherine Martin, to serve as creative consultants for the ‘Australia In The Sky’ campaign.
It will run across North America, making the first new ad for the market in more than a decade as demand for travel between the United States and Australia continues to boom.
The ad also launches to coincide with the 70-year anniversary of Qantas flying to North America, and comes just ahead of the start of super long haul non-stop flights between Sydney and New York in 2026, dubbed Project Sunrise.
Inspiration for the campaign came from the notion that the Qantas brand is so distinct that hopping on a plane from the US isn’t the start of a journey, but an instant ‘arrival’, Luhrmann said.
“The moment you step on the flight you’re embraced by the unique spirit that brings a little of Aussie magic to every journey,” he said.
“When you’re on Qantas, you’re not waiting to get to Australia, you’re already there.”
Appearing alongside Aussie crew are Aussie supermodel Jess Hart and actress Charlee Fraser, who most recently starred in Furiosa: A Mad Max Journey and Anyone But You.
Hemsworth narrates the spot with his distinct and instantly recognisable voice, declaring that “Australia starts with Qantas”.
A slew of Aussie designers provided wardrobe while the soundtrack is from brother-sister duo Angus and Julia Stone.
While the ad is jam-packed with Australian talent, the true stars are the iconic locations highlighted – including the Great Barrier Reef, brought to life on the ceiling of an A380.
It also features Sydney’s beloved Bondi Beach and iconic Harbour, as well as Melbourne’s bustling Federation Square.
Thomas Law, executive creative director as Aussie ad agency CONVICTS, worked with Luhrmann and Martin to bring the concept to life.
“I flew a lot during my adolescence through to adulthood and was fortunate to have most of those flights be Qantas ones,” Mr Law said.
“Qantas is a representation of Australia. We had this idea of the magic of imagination, whether smelling a glass of Aussie wine that ignites something in your brain or the famed hospitality of the cabin crew.
“That idea of the journey itself being distinctly Australian was the catalyst.”
The ad was officially unveiled at a soiree inside the mammoth Qantas hanger at LAX International Airport in Los Angeles on Thursday, with Luhrmann, Martin, Hart and Fraser in attendance.
Also spotted were surfer Jess Gilmore, musician G Flip and wife Chrishell Stause of Selling Sunset fame, and traveller bloggers Kane Vato Muehlenbeck and Pia Muehlenbeck.
Petra Perry, chief marketing officer at Qantas, said the airline continues to increase its capacity to the US to meet surging traveller demand.
For example, the Sydney to New York via Auckland route runs four times per week but will increase to six from next month.
Flights from Melbourne to Honolulu will launch next May.
“Be it through our warm, friendly crew or the premium Australian wine and produce we serve, we want our customers to feel like they’ve started their holiday in Australia from the moment they step on board a Qantas aircraft,” Ms Perry said.
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“It’s easier than ever for US travellers to take a break in Australia, with the majority of our services connecting the two countries in a single hop.
“Throughout our long history of flying to North America and the rest of the world, we’ve always been incredibly proud to share what makes Australia so unique on a global stage.”
The journalist travelled to Los Angeles as a guest of Qantas
Read related topics:Qantas
