My View: Alitalia’s Print Ad Campaign

Although Alitalia (Italian Airline) has been in some deep criticism for their allegedly “misleading” advertising campaigns, I recently found what I consider to be a really well thought/made print ad:

The ad above shows a red, green and white background frame, with a focused center featuring a semi-transparent cloud setting with one very-traditional icon that clearly showcases and represents what the brand is about, the freedom of flying. This iconic paper made airplane touches deep within whoever sees this ad; or is there someone in this world who didn’t play with paper airplanes when young?

Although its not communicating their products specs, or their lengthy leg room, they are however transmiting an important emotion that is easily recognizable, matches with the brand and is ready to be ‘felt’ by the target audience — freedom. For me, an airline provides freedom to live, freedom to explore, freedom to travel, freedom to know, freedom to express, freedom to be. In the long run, the attractiveness of this ad makes it very catchy for the eye, but nonetheless it is portraying the ‘relevant+attractive’ combo through the emotion it is showing. I LIKE IT. What’s your thought on it?

Arrivederci,
Ron