TV still
Up a Tree: I Hate Qantas
Qantas · 1967
- Agency
- Cunningham & Walsh
- Campaign
- I Hate Qantas
Analysis
A koala rests in the fork of a tree and complains about tourists. The airline turns the animal’s objection into a reason to visit Australia.
Reluctant spokespersonReverse endorsementDestination character
Why it worked
The complaint implies that the airline brings many visitors to the destination. The koala gives that claim a character closely associated with Australia.
Lesson
Let an unlikely critic state a benefit from the opposite point of view.