Qantas: An Officer and a Gentleman

M&C Saatchi New Zealand's task was to promote the world premiere of the musical 'An Officer and a Gentleman', opening in Sydney. But more specifically, to ensure Qantas was kept top of mind for all NZers looking to travel to see the show. The challenge was ensuring what appears to be a traditional 15" retail read could stand out in a crowded radio environment, given limited media spend to do so.
The unexpected shift to a disconcerting crescendo of song not only snapped listeners to attention, but showed a lighter side to the Qantas brand and their passion for championing the spirit of Australia.