AirAsia takes the road less travelled with its new ad spot

AirAsia’s latest spot is a story about that well-travelled person - someone who has been there, done that and has tried everything. But with a twist.The campaign which runs until March 2018, was created to inspire young Malaysians to look beyond the usual attractions and explore the roads less travelled. It was inspired by AirAsia’s belief that air travel isn’t just about ferrying passengers from one location to another. Nor is it just about at enabling travellers to post travel shots on their Instagram pages to #humblebrag about visiting sites recommended by travel blogs. Naga DDB Tribal and production house Tankers were the agencies behind the campaign.Paul Lim, deputy ECD of Naga DDB Tribal said, “We wanted something honest. If we’re telling people to ditch the Top 10 lists and find stories on roads less travelled, the way we shot the film had to stay true to that philosophy. So we spent two weeks in China and India with just four crew members, and most importantly, zero shootboard.”The campaign will run on digital platforms such as Facebook and Instagram, as well as cinema and OOH.https://youtu.be/Y8RxeaAR2mI“When we travel to different places, we'll see different language, people, religion and culture. The more we step into foreign lands, the more we realise there is no right or wrong way to live or to think about life. Every society is different. Indeed, there are perspectives and cultural differences that we may or may not agree with. But, it is only when we accept that differences exist in our human family, and embrace these differences, we can learn, understand and empathise with all types of people," Spencer Lee, AirAsia’s head of commercial said.“With this campaign, we also aim to inspire young Malaysians to look beyond the usual attractions and explore the roads less travelled with our wide network in China such as Kunming, Shantou and Shenzhen and India including Bhubaneswar, Kolkata and Visakhapatnam,” Lee added.Campaign credits:Alvin Teoh - ECDPaul Lim - Deputy ECDSharon De Silva - Head of AVChris Chan - Head of Project ManagementRachel Hoo - Art DirectorPaul Lim & Candice Chhoa - WriterTerri Chua - Client Service DirectorJeevan Segaram - Account DirectorLee Boon Hsin - AV ProducerFilm Director: Carolyn ChonExec. Producer: Pete SinghDOP: ArvintharanProducer: Sare RamanProduction Assistant : Josephine LimEditor: SeanPost Production: APV MediaAudio: Fuse Adventures in AudioClient -Liew Wai Fun - Marketing ManagerCaroline Chai Set Peng - Marketing ManagerYin Li Yen - Senior Marketing ManagerIvan Ong Jian Hau - Marketing ManagerSpencer Lee - Head of CommercialShirley Tan - Senior Marketing Manager