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... EL AL AIRLINES.
The original El Al tube ad.
Another week, another airline. You don't really notice how many of the ads of the London Underground are for airlines until you start taking photos of the ads and writing about them at a later date. So this week, following in the footsteps of Swiss Air and American Airlines, we're looking at El Al Airlines latest campaign advertising their new Dreamliner routes to Tel Aviv.
It's fair to say that the original El Al ad is a messy affair. The headline 'Experience the Dream' is coupled with a photo of a woman looking less than comfortable as she stares above her at the stars. The body text at the bottom of the ad is even worse, with poor punctuation and using both 'the future' and 'the dream' as the hook.
In my reworked ad, I've chosen the future theme as a thread to run through the text - avoiding the messy confusion between dream and future in the original ad. I've tidied up the text to give it a much more professional look. Unfortunately, I can only work with the existing visuals so I can't change the awkward looking woman sitting on the plane seat. But I think with the new text it goes a long way to tidying up the ad as a whole.
My reworked El Al Airlines tube ad.