Qantas spares no expense to remind the world that it still calls Australia home
By Paul McIntyre, Marketing Editor
January 31, 2004
Qantas is in the final stages of shooting Australia's most expensive television commercial, with a production budget of more than $10 million topping the entire cost of making hit Australian feature-length films such as The Castle, Lantana and The Dish.
The airline has already flown dozens of members of the Australian Girls Choir and the National Boys Choir to exotic and iconic locations in Greece, Japan, France, New Zealand and the United States in what the film industry says is an all-singing cinematic blockbuster. Every Australian state will also feature in the commercial.
The production is so big the airline's chief executive, Geoff Dixon, is "a bit nervous", while John Singleton, whose agency is making the ad, says he is "terrified". "It's the biggest production I've been involved in," Mr Singleton said. "It's absolutely terrifying. It's costing about the same as two or three feature-length movies. It better be good or we're sacked."
Qantas would not comment on the campaign details, production budget or when it would be seen on Australian TV screens but claimed it would be "one of the world's greatest commercials".
"It's a very ambitious shoot," a Qantas spokesperson said. "I can't comment on what the budget will be but clearly it will be a significant investment. We believe it will be one of the world's greatest commercials."
There are suggestions Australians may have to wait for a peek at the new campaign until August, when the airline could launch it during the Athens Olympic Games.
Peter Allen's "I Still Call Australia Home" will remain as the jingle, along with the two children's choirs, an idea hatched by Qantas chief Mr Dixon after a phone call to his advertising mate, Mr Singleton.
Qantas has been taking only 20 children at a time on overseas shoots and rostering their involvement - aside from a couple of "hero children" - to ensure minimal disruption to schooling.
"It's a logistical bloody nightmare," Mr Singleton said. "The kids have got tutors and minders and all the other things that go with it. It's also bloody exciting."
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Q330 From Australia, joined Dec 2003, 1460 posts, RR: 24 Reply 4, posted (9 years 4 months 3 weeks 22 hours ago) and read 2626 times:
Will it be like the one that is on TV now? The current one incorporates children singing, worldwide locations, and (I think) the same song: "I still call Australia Home." It sounds very similar to the new one's description.
AAJAXFlyer From , joined Dec 1969, posts, RR: Reply 7, posted (9 years 4 months 3 weeks 22 hours ago) and read 2579 times:
I've seen two versions out so far from the past....
One is about two minutes with the national childrens choirs singing.
Anothers is from the mid to late 1990s and is near three minutes.. the full "I Still Call Australia Home" with various adult musicians from all spectrums of Australian music from pop to classical singing the song and playing their instruments.
I look forward to the next wave, definately one of the more inspiring airline ads of late.
Acidradio From United States of America, joined Mar 2001, 1855 posts, RR: 10 Reply 8, posted (9 years 4 months 3 weeks 18 hours ago) and read 2450 times:
AIRLINERS.NET CREW FORUM MODERATOR
Ummm.... Where else would the home of Qantas be? I'm a little puzzled by this one. Was Qantas getting sent to say... India recently? Did they run away at some point and I totally missed it? Someone please explain this one to me.
Positive rate From Australia, joined Sep 2001, 2143 posts, RR: 1 Reply 9, posted (9 years 4 months 3 weeks 12 hours ago) and read 2324 times:
Acidradio what that means is the theme of the QANTAS song which is "i still call Australia home". I take it you have never seen a QF commercial before, although you haven't missed much if you haven't as they are nothing special in fact downright annoying.
Tsv From Australia, joined Nov 1999, 1641 posts, RR: 5 Reply 10, posted (9 years 4 months 3 weeks 11 hours ago) and read 2251 times:
Also don't forget that another reason for the "home" bit is that there has been some controversy over the years about the level of foreign ownership being exceeded; and not to mention that Dixon's primary aim is to have this removed altogether which will mean that Qantas will be majority foreign owned.
Qantasforever From , joined Dec 1969, posts, RR: Reply 11, posted (9 years 4 months 3 weeks 5 hours ago) and read 2159 times:
"I still Call Australia Home" is like an unofficial Australian anthem. It was written by Australian singer Peter Allen in the 1970's (You may remember he once was married to Liza Minnelli). It's a very uplifting song all about how "no matter how far or how wide I roam ... I still call Australia home". It basically pays homage to the Australian tradition of travelling extensively, yet still maintaining a love affair withe Australia.
Recent commericals have featured the "Qantas Choir" - children from boys and girls choirs singing the song from various world locations (see picture below).
Although this coming commerical will be a similar concept to previous ones, I'm sure that with an estimated budget of $10million it will be one heck of an extravaganza.