Social Mixer 2024 Singapore
marketing interactive Content360 Singapore 2024 Content360 Singapore 2024
marketing interactive

LOOK Yet another stereotypical ad

share on

While it is no doubt that tourism ads often accentuate the cultures and lifestyles of a country or a region, this ad by Turkish Airline has gone a tad bit too far.(Come on, no one actually believes kangaroos roam the streets of Australia.)The airline has launched its latest campaign promoting its flights to various destinations in America, Europe, Africa and "The Far East".  While the first three ads depicted the various iconic structures such as the Statue of Liberty or the heads of mummies or Spanish dancers, for "The Far East" creative (I didn't know the term was even used anymore) pictures of the Hindu god Ganesh and various other religious figures were placed in a line.With so many other cultural aspects of Asia, the options could have been endless and while every other artwork had a Turkish Airline in the background, what the Asian version has, is a Flying Dragon (because that's how we get to work every morning, right?).FAR EAST: The campaign, created by McCann Istanbul has generated numerous negative comments.Some have deemed the art work to be "sad" and "probably used a 6th grader's insight on 'Asia' for a school project." Many have also labelled the work to be "stereotypical".AMERICA:EUROPE:AFRICA:Rayner Lim, creative partner at Contageous said, "Unsurprisingly there is no airplane in the 'Far East' version. That's right, we Asians do not merely travel around in silly metal tubes; a magical dragon come by and whisk us away to our destinations. It is like a Tourism-stereotype monster threw up on a canvas with bits everyone already knows about."

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.
Follow

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window