With Chinese New Year just round the corner, AirAsia has launched its latest ad campaign to usher in the Year of the Dog, and the star of the campaign is none other than âAh Boyâ, the cute and playful Beagle dog in AirAsiaâs âPawsperousâ Chinese New Year video.
Created by Dentsu Aegis Network (DAN), the video tells the story of a family reuniting in their hometown for the festive celebrations, through the eyes of the familyâs pet dog, âAh Boyâ. âAh Boyâ longs for his ownerâs return just as much as the mother yearns for the whole family to make it home for Chinese New Year.
Shot from the dogâs eye-level, viewers experience from the dogâs point of view of waiting at the doorstep, looking out to the gate and the road ahead, and hanging around at the nearby taxi stand, in anticipation of the return of his owner, referred affectionately as âPapaâ in the story.
When âPapaâ finally returns, âAh Boyâ runs joyfully towards him, bringing viewers in on the special bond they share, as the two make their way home to join the rest of the family, personifying the message of âthe ties that bind us lead us homeâ.
Championing the AirAsia-DAN collaboration, Yap Chee Weng, CEO of Dentsu X Malaysia said, âTrue to its innovative spirit, AirAsia once again takes the unconventional approach of presenting a typical story but from a different perspective. To this end, weâre very much aligned in that we share the same vision of wanting to be differentiated in our respective industry.â
âBesides this hero video, weâre also working with them on other features in its overall Chinese New Year campaign, including both online and offline media planning & buying for branded content pieces and tactical airfare promotion. DANâs collaborative operating structure enables us to leverage our network capabilities to deliver integrated marketing solutions to AirAsia, ultimately strengthening the AirAsia-DAN partnership,â Yap said.
âWe are in the business of connecting people, so stories of family reunion resonate well with us. By providing travel convenience, weâre glad to play a role in connecting people with their families across geographies, more so during festivities like Chinese New Year,â Spencer Lee, head of commercial, AirAsia said.
Lee further shared that the story idea was conceptualised and well-executed by working closely with its agency. âI suppose you can say that weâre taking the Year of the Dog quite literally! Seeing the world from a dogâs point of view is certainly not common for a festive campaign. Weâre glad to have a good client-agency partnership with DAN to enable us to bring this whacky project to life!â