Oman Air is out with a new brand video. While the visuals are downright stunning, I’m trying to figure out the words…and that has left me somewhat confused.
The new ad includes some amazing images of the country of Oman, beautiful flight attendants, beautiful new airport facilities in Muscat, and Oman’s latest first class product. The music is tremendous and the ad visually highlights the country of Oman and Oman Air in an extremely well-done way.
But maybe it just went over my head, but I’m having trouble deciphering the words. The following six phrases appear during the corporate brand video:
A State Of Awe
A State of Fascination
A State of Unity
A State of Pleasure
A State of Mind
A State of Wonder
And I guess I understand the dualism of every phase: that state can be interpreted as both a noun (as in the state of Oman) and noun (the particular condition that someone or something is in at a specific time).
I guess my confusion comes from the narrator. At one point he says,
Where you can be part of yesterday and tomorrow [while a closed-door lie-flat suite is shown with the words “A State of Pleasure”].
What are we supposed to read into that?
Or the final sentences of the brand video:
An airline that will transform you experience of travel and where every class has a class of its own.
Oman Air, a state of wonder.
I’m not sure “class of its own” is universally positive.
CONCLUSION
I’ve written about airline ads for years and gobble them up like I used to gobble up Halloween candy. I love the visuals in this ad. I love the music. But there’s something about the words that leave me scratching head. Perhaps it’s just me…
What are your thoughts on the new Oman Air brand video?
(H/T: One Mile at a Time)
What happened with the plans to fly to JFK? Was looking forward to cheap J fares to Asia on Oman Air that Europeans currently enjoy.
I long since gave up even trying to give meaning to most advertising words. They basically mean nothing; they are just extra sounds to help fill the void over beautiful pictures and dulcet music. This is a beautiful ad, but the words tell us nothing.
I think the phrase about every class having a class of its own is just saying that economy, business and first class are all classy…but classy in different ways – so, not confusing at all. But I agree with Daniel T Nelson, the words are just advertising nonsense and mean nothing.
Request OMAN AIR to start direct flights to KOLKATA -INDIA ,
IMMEDIATELY.
THE EMIRATES & QATAR AIRWAYS FLIGHTS go full capacity. In all Classes
As if we need more flights to/from India. And then having to read every year letters to local newspapers that (shock, horror) are more expensive during school holidays, Divali, Christmas etc
I’m confused by your confusion Matthew. I think you might be reading into it too deeply.
For my own curiosity, under what circumstance would “a class of its own” not be positive? Maybe I’m misunderstanding.
I think the whole ad is well done.
Maybe I am just reading too much into it.
I think it’s cute albeit a bit redundant.
I really loved my flight with them in J. Glad to see them branching out more.
I want to be tucked in…
I love Oman and I think that the add is a beautiful showcase of what it feels like to be in Oman. I love the use of “State of”. I think if we put under scrutiny every airline advert in particular, we find that images and words do not remotely match the reality which is far worst. Maybe the specific image did not match a particular statement? Does the statement match the broader idea and feel the entire advert wants to convey? I think so. Great job Oman.
I don’t know about the ad, but I loved visiting Muscat, Oman! One of the most authentic places in the Middle East, with friendly, hard-working people.