In a rather out-of-character move, Air Canada released a humorous new video entitled, How To Travel Like A Canadian. But is there a deeper message?
It stars American-Canadian actress Sandra Oh and on the surface is a cute look at some of the positive cliches that surround Canada and Canadians.
For example, the video highlights the ubiquitous nature of “sorry” (pronounced soooory) across English-speaking Canada.
It also notes the solution to most problem is Poutine or a Caesar.
In case you were wondering:
- Poutine – a dish that includes french fries and cheese curds topped with a brown gravy
- Caesar – a cocktail created and primarily consumed in Canada. It typically contains vodka, a caesar mix (a blend of tomato juice and clam broth), hot sauce, and Worcestershire sauce, and is served with ice in a large, celery salt-rimmed glass, typically garnished with a stalk of celery and wedge of lime
But then, arguably at least, Oh becomes a bit more serious:
Traveling like a Canadian means you’re a beacon of peace in turbulent situations.
Traveling like a Canadian means being respectful to everyone and embracing all cultures.
And I cannot help but to think, in its own subtle way, that Air Canada is not just trying to juxtapose itself to its southern competition on the basis of onboard product or service, but on the basis of the rhetoric of its national leaders. Canadian elections are on October 21st, eh…
Or perhaps I just read way, way, way too much into this ad…
You can watch the video below:
Air Canada typically takes a more serious approach, so perhaps this is a sign of a changing viewpoint on marketing. I enjoyed the ad and think it is smart business to link Air Canada to Canada itself. But I do think the ad is more than just a light-hearted look at Canada…most great humor always sends a deeper message.
What do you think about the ad? A gentle political message or are my cognitive biases at work?
(H/T: One Mile at a Time)