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Lights, Camera, Action

Lights, Camera, Action

Michael Carnevale

Michael Carnevale

February 19, 2019

No need to go to the movie theater—all the excitement is right here.

"We wanted to make a trailer that preserved all the characteristics of the American blockbuster: big rising music, loud voices, punch lines, camera effects, spectacular typography."

Art Director Jordan Molina and Copywriter Ludovic Miège from HUMANSEVEN talk about airline Transavia’s new spot that has all the suspense of a blockbuster movie.

 

So, tell us the storyline for this movie.

Following A Short Break With Friends, Transavia presented A Short Break With Friends 2. The story depicted three tourists who went on holiday and obviously didn’t have time to visit everything. They then decided to come back to do what they couldn’t during their first stay. The film was produced like a trailer for famous blockbusters sequels.

What was the inspiration behind this movie-esque spot?

We wanted to make a trailer that preserved all the characteristics of the American blockbuster: big rising music, loud voices, punch lines, camera effects, spectacular typography. All that to contrast the basic idea: three friends who just wanted to go on a trip. It’s actually a funny way to deal with the subject of holidays in a compelling, emotional way.

This ad does a great job of making fun of sensational American movie trailers. Why the decision to use humor?

Transavia always communicates in a fun, cheerful way. And what’s cooler than a Hollywood trailer? There are so many traits to hijack and parody that it would be a shame not to play with these.

Take us behind the scenes. What goes into the filming?

The funniest thing was Transavia mainly offers European destinations. Since it was winter in Europe (and we needed sun and warm weather for the campaign), we had to film in, well, Bangkok. Lucky us.

The shooting went well. We found scenery that perfectly created the illusions we were looking for. Director Giles Ripley and our team were in the same mood, so we were working and having fun (and we were wearing shorts).

"Being broadcast in movie theaters as a real trailer made it even more surprising and impactful."

Who is the target audience for this?

Transavia targets 20- to 35-year-old frequent breakers: an audience who is used to these kinds of exaggerated trailers and likes shiny and funny advertising. Also, being broadcast in movie theaters as a real trailer made it even more surprising and impactful.

Any bloopers while making this spot?

Apart from the crazy traffic in Bangkok, nope.

What was the coolest thing about making a movie trailer?

To give the impression that the full-length version of the movie could almost exist.

The hardest thing?

To produce a trailer that was as credible as possible.

What’s been the response, so far?

The film works well. The customers are happy, and the audience finds it cool. In addition to the trailer, we also made digital displays that reused the movie posters: one for the blockbuster A Short Break with Friends 2, one for the family comedy Family Getaway 2, and one for the romantic comedy Weekend For 2. But we didn’t produce trailers for these last two. Maybe next time.

"We wanted to make a trailer that preserved all the characteristics of the American blockbuster: big rising music, loud voices, punch lines, camera effects, spectacular typography."

Art Director Jordan Molina and Copywriter Ludovic Miège from HUMANSEVEN talk about airline Transavia’s new spot that has all the suspense of a blockbuster movie.

 

So, tell us the storyline for this movie.

Following A Short Break With Friends, Transavia presented A Short Break With Friends 2. The story depicted three tourists who went on holiday and obviously didn’t have time to visit everything. They then decided to come back to do what they couldn’t during their first stay. The film was produced like a trailer for famous blockbusters sequels.

What was the inspiration behind this movie-esque spot?

We wanted to make a trailer that preserved all the characteristics of the American blockbuster: big rising music, loud voices, punch lines, camera effects, spectacular typography. All that to contrast the basic idea: three friends who just wanted to go on a trip. It’s actually a funny way to deal with the subject of holidays in a compelling, emotional way.

This ad does a great job of making fun of sensational American movie trailers. Why the decision to use humor?

Transavia always communicates in a fun, cheerful way. And what’s cooler than a Hollywood trailer? There are so many traits to hijack and parody that it would be a shame not to play with these.

Take us behind the scenes. What goes into the filming?

The funniest thing was Transavia mainly offers European destinations. Since it was winter in Europe (and we needed sun and warm weather for the campaign), we had to film in, well, Bangkok. Lucky us.

The shooting went well. We found scenery that perfectly created the illusions we were looking for. Director Giles Ripley and our team were in the same mood, so we were working and having fun (and we were wearing shorts).

"Being broadcast in movie theaters as a real trailer made it even more surprising and impactful."

Who is the target audience for this?

Transavia targets 20- to 35-year-old frequent breakers: an audience who is used to these kinds of exaggerated trailers and likes shiny and funny advertising. Also, being broadcast in movie theaters as a real trailer made it even more surprising and impactful.

Any bloopers while making this spot?

Apart from the crazy traffic in Bangkok, nope.

What was the coolest thing about making a movie trailer?

To give the impression that the full-length version of the movie could almost exist.

The hardest thing?

To produce a trailer that was as credible as possible.

What’s been the response, so far?

The film works well. The customers are happy, and the audience finds it cool. In addition to the trailer, we also made digital displays that reused the movie posters: one for the blockbuster A Short Break with Friends 2, one for the family comedy Family Getaway 2, and one for the romantic comedy Weekend For 2. But we didn’t produce trailers for these last two. Maybe next time.

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