Sun, May 24, 2009
ANZ CEO Proves He Has Nothing To Hide
Ya gotta hand it to Air New Zealand... the generic image of the
airline business is one that can usually be called (charitably)
stuffy, and humorless... but the most recent ANZ ad campaign breaks
the ice in a most revealing and admittedly humorous way.
The latest ANZ ad campaign shows eight ANZ staffers making their
rounds, in uniform... though, in this case the uniforms are
body-painted. Tastefully shot to avoid any opportunity to display
'a little too much' Air New Zealand’s CEO, Rob Fyfe, takes
part in the commercial, joining seven body-painted employees to
show that his company 'has nothing to hide.'
The 45-second commercial, intended for national TV in New
Zealand, has struck a global chord with disfranchised consumers,
spreading the viral word that they are tired of airlines charging
additional for baggage check, beverage service – all but a
wink and a smile.
In the 'ultimate gesture of transparency' Fyfe is issuing the
challenge to other CEOs to strip down and prove their business
practices have as little to hide as his.
“Consumers today demand radical transparency from
companies, and rightly so,” said Air New Zealand CEO Rob
Fyfe. “Along with Air New Zealand employees, I took off all
my clothes to demonstrate in a remarkable way that Air New Zealand
staff have nothing to hide and in fact have good reason to feel
pride. I'd love other CEOs to follow suit if it would help
consumers to feel more confident in organizations!”
The TV and online creative concept stemmed from a positive
response to the carrier’s New Zealand airport billboards,
depicting real pilots in body paint. While eight employees were
selected to bare all, more than 90 Air New Zealanders participated
in the making of the commercial – both on and off camera.
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