EACH WEEK, I MAKE THE MOST OF MY DAILY COMMUTE AND GIVE MY TAKE ON SOME OF THE ADVERTISING ON LONDON UNDERGROUND. SOME OF IT'S DECENT, SOME OF IT'S CRAP. THIS WEEK... SWISS AIR.
The original Swiss Air tube ad.
Like most airlines, Swiss Air has a relatively formal tone of voice when compared to other companies I've looked at recently like Google and Innocent. The tone of voice used by Swiss here is in line with this - a relatively formal tone of voice with a minimalist approach to the ad.
The ad itself is seasonally themed, focusing on the Swiss offer of free ski transport for those passengers using the airline to head to the ski resorts in the Alps. Told from the viewpoint of the lone skier on the mountainside, it states that the skier is free-riding down the mountainside as their skis had done on their Swiss flight over.
The image used on the ad is stunning - showing the ideal skiing experience for some - with the minimal text used accentuating the quality of the image. In my re-worked tube ad, I have kept the text to a minimum, with the emphasis on the word free - freedom for the skier, and free transport for their skis.
My re-worked Swiss Air tube ad