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S7 Airlines: travel ad with imagination

Travel ads usually fall into two categories: ones which showcase the destination and the other which dramatise the flying experience. A new ad for Siberian brand, S7 takes on a refreshingly new approach. The ad showcases the destinations they travel too but not in a conventional way – the well known landmarks of the cities and countries are not highlighted. Yet the possibility of experiencing great sights in these destinations is brought out in an imaginative, engaging way.

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Lovely use of @Medium by @GreyLondon to promote ‘Swedish Air’

Lots of good things about this campaign to promote Volvo’s XC90. Firstly, the idea emanates from the product. XC90 apparently has the cleanest engine performance in its class. It also has an air filtration system, CleanZone, that regulates the car’s interior air quality. The films are very unlike an automobile ad – in fact, there are no car shots at all. The quiet, unspoilt Swedish landscape acts as a metaphor for the engine performance.

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Ex-ad man. Love advertising, brands and marketing communication. Apple fan. VP-Corporate Communications, @Robosoft.

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