Friday 19 January 2018

Vive la France! Six ads that have us dreaming of aviation's golden age

France is in the air

France is in the air...
France is in the air...
France is in the air: campaign poster
Air France - 'France is in the air' campaign.
France is in the air: campaign poster
France is in the air: campaign poster
France is in the air: campaign poster
Air France - 'France is in the air' campaign.
Pól Ó Conghaile

Pól Ó Conghaile

Have you noticed the ravishing visions of France peering down at you from billboards across Dublin lately?

It's like Montmarte meets Mad Men.

Travel writer Jillian Bolger, a contributor to Independent Travel, recently tweeted us a pic of four brilliant billboards she'd spotted around the Irish capital.

It was like a dispatch from aviation's golden age.

The ads are part of an advertising campaign called 'Air France, France is in the air', created by the agency BETC for the airline, and which originally ran in 12 countries including France, Germany, Brazil, Canada, China and the US.

Now we can add Ireland to that list.

In an age of generic airline ads, where graphics are dominated by low prices, branded airplanes and bland destination shots, the photography - shot by Argentine photographers Sofia & Mauro - packs a huge punch.

Is that really Marie Antoinette in Business class?

The nostalgia serves a purpose, of course - in this case sexing up the comfort of Air France's A380, its new La Première cabin, its food offering and its SkyPriority service (priority channels at more than 1,000 airports). They are ads, after all.

The visuals are designed to surprise "by mixing heritage and modernity, while echoing Air France’s past as a renowned poster specialist," according to the airline. "The bright and offbeat tone creates a form of affinity and proximity with the public."

Air France is a subsidiary of the Air France-KLM group, and is currently offering sale fares from Dublin to Jo'burg from €532 return.

You can also check out the campaign on social at #franceisintheair.

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