Japan Airlines flaunts new 'On the Dot' global brand message

Japan Airlines (JAL) has launched a new global brand message, "The Airline, On the Dot", focusing on attention to detail and punctuality which are two quintessential Japanese traits.

Conceptualised and produced by M&C Saatchi Tokyo, the new brand message pays tribute to Japan's national flag while reinforcing JAL's status as a national carrier. "The Airline, On the Dot" will be reflected in TVCs, YouTube videos and aired in JAL's key international markets of Asia, North America and Europe.

According to the press statement, M&C Saatchi will also work on other elements of the brand identity, which will be revealed over the next three years. JAL appointed the agency earlier this year to develop its new global branding, following a pitch which saw four other agencies participating.

Sound City was also involved in the post-production of the campaign, which focuses on JAL's pride in truly understanding and valuing their customers' time. The 60-second TV spot features the sentence "Time is precious for those who fly, and for those who wait."


In a statement to Marketing, a spokesperson from M&C Saatchi said Asia is a significant market for JAL and the agency will work on localising brand identity for its Asian network over the course of the next three years.

The spokesperson added that the new global branding has featured at New York's Times Square and the TVC will be featured on "key news channels" to capture the attention of business and leisure travellers. As M&C Saatchi's remit was to create a new global branding message, JAL will continue to engage other agencies for its other creative assignments, the spokesperson said.

“'The Airline, On the Dot' message trickles down from the rational to the emotional. Whether it’s someone making it on time to a business meeting or a parent arriving in time for their child’s birthday or meeting their loved ones for that special day, it’s about getting passengers to where they need to be safely and on time," M&C Saatchi Tokyo CEO Tamio Koshino, said.

"Being punctual and precise are universally valued concepts no matter where you are from. They are also inherent Japanese traits which have become symbols of dependence and reliability," Koshino added.

Client: Japan Airlines Co., Ltd.
Agency: M&C Saatchi, Tokyo
Executive creative director: Tamio Koshino
Planning directors: Akio Kimura and Nobuhiko Yamamoto
Agency producer: Susumu Nagano
Art director: Aya Inaba and Yuhei Asaoka
Copywriter: Sarah Milan and Tamio Koshino
Account: Akio Kimura, Asami Arai and Edward Lapsa
Composer: Katsuhisa Hattori

Production company: M&C Saatchi Tokyo
Director: Tamio Koshino
Producer: Yusuke Kasai
CG director: Manabu Sakamoto
CG designer: Takeo Saito
Photographer: Nicci Keller

Post production: Sound City
Editor: Susumu Nagano
Sound engineer: Ryosuke Suetsugu
Online/composition: Makoto Sakuma and Yusuke Tsubota