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.

“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 - ECD
Paul Lim - Deputy ECD
Sharon De Silva - Head of AV
Chris Chan - Head of Project Management
Rachel Hoo - Art Director
Paul Lim & Candice Chhoa - Writer
Terri Chua - Client Service Director
Jeevan Segaram - Account Director
Lee Boon Hsin - AV Producer
Film Director: Carolyn Chon
Exec. Producer: Pete Singh
DOP: Arvintharan
Producer: Sare Raman
Production Assistant : Josephine Lim
Editor: Sean
Post Production: APV Media
Audio: Fuse Adventures in Audio
Client -
Liew Wai Fun - Marketing Manager
Caroline Chai Set Peng - Marketing Manager
Yin Li Yen - Senior Marketing Manager
Ivan Ong Jian Hau - Marketing Manager
Spencer Lee - Head of Commercial
Shirley Tan - Senior Marketing Manager