The Lynxjet Story.

 

 


FROM THE LATEST EDITION OF ADNEWS

THIS STORY BY ADAM CUBITO

NOV 29, 2005 11:09AM

 

Jetstar has terminated its advertising agreement with Unilever brand Lynx, after classifying its advertising content 'unsuitable' for the airline's image.

The campaign, which included Lynx-branded Jetstar Boeing 717 flying young school leavers to Schoolies' Week on the Gold Coast, initially launched in a flurry of misleading publicity earlier this month. The branded
plane was at the time heralded as an 'international airline' equipped with stunning Lynx 'mostesses' (hostesses).

A supporting TVC, created by Lowe Hunt and Draft, depicted Lynx 'mostesses' in raunchy scenarios with male passengers including mid-flight bubble baths and a 'spanking' request. It first screened during the Australian World Cup Qualifier against Uruguay on Wednesday 16 November.

Simon Westaway, manager of corporate relations at Jetstar, said the content of the television commercial and website firmed the airline's decision to sever its ties with the campaign. "To my understanding we viewed the imagery at conceptual stage only."

"We did not get a chance to look at the final television campaign nor the content of the website. Once we did get to see that we made a decision that the brand wasn't suitable to be associated with us."

However, Nick Goddard, corporate relations and communications director at Unilever, said differently: "Essentially the arrangement was made with Jetstar - despite what was reported in the paper today, the Jetstar GM did view the final creative and obviously things have changed since then."

In rebuttal, Westaway said the final imagery was not viewed by Jetstar's media on-flight manager, ACP Media, and that the TVC and online content went against aviation standards. "We don't think it portrayed the professional aspects of our business and of our staff. We fly a lot of families and we don't want to be linked by association with the content," he added.

"It was perceived that our cabin crew were to be dressed in Lynx promotional gear - that was wrongly suggested by the campaigns. Our flight crew will continue to wear their own uniforms - you would only wear those [Lynx] uniforms if you wanted to lose your operator's certificate."