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.