KLM's New Ads Have a Preposterously Simple Goal: To Tell You It's an Airline

It's not milk, or a radio station


To some extent, all brands seek to define themselves in ads. Airline KLM, however, takes this process to a reductive extreme in new work from agency Mustache, letting prospective passengers know that it is, in fact, above all else … an airline.

Actor Ken Marino goes to great lengths to make that simple point for the Dutch carrier in a series of self-consciously silly (and sometimes sweaty and shouty) online videos.

For the anthem spot, he zips around a sky-blue set, arms stretched like wings, extolling KLM's airline identity for a full two minutes:

Well, that was exhausting.

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