Qantas has released a new ad that promotes getting a Covid-19 vaccine, and it tugs at the heartstrings of Australians longing to travel again.
The ad appeals to those who have been separated from loved ones overseas, with scenes of what the future might offer when vaccination rates are high enough.
Set to the Tones and I song Fly Away, the spot is part of the airline’s “Be Rewarded” campaign, which offers discounts and incentives to vaccinated customers.
Dr Nick Coatsworth, an infectious diseases physician and Australia’s former deputy chief health officer, who featured in one of the federal government’s original Covid-19 ads, applauded the Qantas campaign.
“This is how you get people looking forward to what a vaccinated society looks like,” Coatsworth wrote as he shared the ad on Twitter.
This is how you get people looking forward to what a vaccinated society looks like. Nice work @qantas https://t.co/fRl3rYUdtL via @YouTube #covid19aus #eightypercent #auspol
— Dr. Nick Coatsworth (@nick_coatsworth) August 23, 2021
Many praised the ad on social media, with some saying they shed a tear over the thought of travel and reuniting with friends and family.
The move by Qantas is part of a growing trend of pro-vaccination advertising campaigns from organisations in the business and arts communities, such as the Melbourne Symphony Orchestra.
It comes after the Morrison government’s more gloomy offerings, including the “arm yourself” campaign, which was criticised for leaning into scare tactics and fear.
Anyone not crying at the Qantas ad?
— Kumi Taguchi | 田口久実 (@kumitaguchi) August 23, 2021
My sister @kathellis74 and her kids live overseas and I haven’t seen them in over 18 months. I miss them so much it hurts. So that @Qantas ad got me in the feels. If getting vaccinated every week would let me see my sister again soon I would do it.
— Liz Ellis (@LizzyLegsEllis) August 23, 2021
This ad from @Qantas really hits different. I've missed (and likely will miss) so many important life moments with family and friends over the past 18 months through border closures. So many other young people would feel the same. https://t.co/v3fFqcGToW
— Naveen Razik (@naveenjrazik) August 23, 2021
Don’t watch the Qantas ad with your kids around unless you want to answer questions like “when can we go visit our auntie” and “when can we go to Disneyland?” and “why are you crying?”
— Matt Bevan (@MatthewBevan) August 23, 2021
The Qantas ad was also praised online for its inclusive representation. The ad’s writer and director, Josh Whiteman, responded by saying “that means the world”.
Thanks Que. I wrote and directed it and that means the world.
— Josh Whiteman (@JoshWhiteman) August 23, 2021
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