benchmark report
airline marketing
controversial tv ad ALL NIPPON AIRWAYS
Japanese airline All Nippon Airways has announced it will change its latest TV commercial following complaints that it used racist stereotypes of Western Europeans. The TV spot was intended to promote ANA’s expanded international flight schedule from Tokyo’s Haneda Airport. The commercial , which first aired on January 18th, shows two Japanese men in company uniform discussing how they can make All Nippon Airways more successful as an ‘international carrier’. One suggests that they should change the image of Japanese people. The image then switches back to the other man, who is now wearing a blond wig and a fake long nose. Both these traits are considered to be characteristics of Western Europeans. In another version of the ad, one man
FEBRUARY 2014 ISSUE
surprises his companion by offering to hug him. Public displays of affection, especially between men, are uncommon in Japan. According to an ANA spokesperson, 3 days after the launch, customers - mostly foreigners in Japan - complained about the ad, and ANA has responded by changing part of the commercial. Meanwhile, before the spot was taken off ANA’s YouTube account, it had already received over 490,000 views. Although perceived as negative publicity, the coverage of the controversy has been global, and unintentionally has increased the exposure of the airline through international media.
10
EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
