BETC Paris teamed up with film collective We Are From LA (the team behind Evian’s “Baby and Me,” as well as Pharell’s “24 Hours of Happy”) in a surreal new spot for Air France, entitled “France is in the Air.”
“France is in the Air” marks the airline’s first global spot since 2011, and an extension of the retro-themed initiative of the same title launched last year. The 45-second spot features plenty of pink clouds, matched by the saccharine synth pop of Glass Candy, along with swings, dessert, flowers, fashion shoots and ballerinas (a random conglomeration vaguely suggestive of its home country). If that sounds a bit confusing for an ad promoting an airline, well, it is. To its credit, though, it will make people stop and wonder what it is they’re watching, which is more attention than viewers give to most ads in the category.