Travel agency Flight Centre Canada encourages travellers to escape routine in its latest integrated marketing campaign, entitled “Be Unbordered”.
The commercial, created by Cosette and directed by Oscar-winner Joachim Back, follows a young couple on their getaway at the seaside, from the moment they arrive at the airport to the moment they arrive at the destination. Everywhere they go, they and all the other travelers are welcome by robot-like staff and advised to stay within their comfort zone. “Please stay within your comfort zone,” they are told every step of the way. The airport staff, the airport bus driver, the hotel receptionist, voiceovers in the resort they have accommodation in, as well as on the beach they go to, they are all urging people to stay within their comfort zone. However, toward the end of the video, the young man notices a crack not far from him, at the beach, and – driven by curiosity – gets closer to take a look. After peaking on the other side, he and his wife are “escaping”.
The soundtrack music is Tiny Tim’s version of the popular song “Tip-Toe Thru The Tulips” from the 1929 film Gold Diggers of Broadway.
The spot, available as 30-, 60- and 90-second versions and set to run across TV and cinema screens, is complemented by out-of-home advertisements, that include street car wraps in Toronto and key billboard placements in Toronto, Vancouver and Calgary.
The travel agency, headquartered in Australia, first opened a Canadian location in 1995 and now operates 150 retail store locations.