Air Canada: Travel Like a Canadian with Sandra Oh | Clapboard

Like a Canadian

Description

Air Canada’s 2019 campaign, Travel Like a Canadian, strategically leverages the brand’s Canadian identity to position itself as more than just a transportation provider but as an ambassador of the uniquely courteous and respectful Canadian traveler ethos. Developed by the agency FCB, this film medium campaign creatively taps into cultural values that resonate widely both within Canada and globally. By featuring celebrated actress Sandra Oh, the campaign adds a relatable and authentic voice that humanizes air travel, encouraging audiences to embody the kindness and politeness stereotypically associated with Canadians. The campaign’s core message suggests that travelers everywhere can embrace these positive traits, enhancing the overall flying experience through small acts of kindness and apologies, promoting the hashtag #TLC as a symbol of this thoughtful traveler mindset. Strategically launched in Canada, the campaign underscores Air Canada’s commitment to customer service excellence while simultaneously reinforcing national pride and a whimsical yet meaningful brand personality. By integrating social media touchpoints on platforms such as Facebook, Twitter, and Instagram, and driving traffic to Air Canada’s official website, the campaign ensures a cohesive multi-channel engagement strategy that amplifies message reach and fosters community interaction. This approach not only elevates brand affinity but also encourages viewers to associate Air Canada with warmth, respect, and a uniquely Canadian style of travel that anyone can adopt. Positioned within the Transport industry, this campaign successfully blends cultural storytelling with marketing objectives to deepen customer connection while supporting Air Canada’s strategic goals of brand differentiation and loyalty enhancement.

Credits

Client

Air Canada

Agency

FCB

Production House

Holiday Films

Director

Adam Reid

Campaign Proposition

The "Like a Canadian" campaign by Air Canada leverages the widely recognized Canadian reputation for politeness and courteous behavior to position the airline as a carrier that embodies and extends this cultural value in travel. The brand proposition centers on the idea that traveling "like a Canadian" means bringing kindness, respect, and a thoughtful attitude to the journey, promising a more pleasant and considerate travel experience. By aligning the airline with this positive stereotype, Air Canada seeks to differentiate itself in the competitive transport industry, suggesting its service goes beyond logistics to deliver an inherently respectful and welcoming environment. The market strategy hinges on a culturally resonant insight: Canadians are admired globally for their politeness and genuine care for others, traits that are highly valued yet often lacking in the travel experience. The campaign’s creative approach includes a narrative film featuring Sandra Oh, a notable Canadian actress, which humanizes and amplifies this characteristic through storytelling and humor. This framing appeals not only to Canadian travelers who identify with these traits, but also to international audiences who aspire to adopt this courteous travel style. By inviting travelers worldwide to "travel like a Canadian," the campaign broadens its target beyond national borders, using emotion and cultural identity to foster a connection to the brand. The use of social media and hashtag #TLC further encourages engagement and shared values, reinforcing Air Canada’s commitment to a travel experience defined by kindness and attentiveness.

Creative Device

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. Air Canada’s “Like a Canadian” campaign prominently features Sandra Oh, a widely recognized Canadian celebrity, to personify and communicate the uniquely courteous traits associated with Canadian travelers. The campaign’s description explicitly mentions teaming up with her to embody these characteristics on a global stage, using her presence as both a narrative anchor and a brand ambassador. This aligns most closely with the "Ongoing Characters or Celebrities" format due to the celebrity-led device for instant recall and thematic association, rather than focusing on testimonial, problem-solution, or symbol-driven formats. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats