With the holiday season upon us, Air Canada is embracing its magic, as for the first time in two years, Canadians will have a chance to escape the feeling that they’ve been living in a bubble.
And in a new video, Air Canada tells the story of two people who are separated by their glass snow globe.
The video marks a return to storytelling for Air Canada, as it finds ways to emotionally connect its brand to Canadians who haven’t been able to travel in nearly two years.
This year’s spot is a mix of live action and animation, a first for Air Canada. With enchanting Canadian music by Forest Blakk’s I Saw Love and Cœur de pirate’s Comme des enfants, the respective English- and French-version soundtracks transport us throughout the video.
The story begins with an Air Canada employee (played by a real Air Canada pilot) bringing a snow globe home for her son to add to his collection. Through his imagination, the snow globe comes to life, and two strangers from different snow globes meet. We follow along as their affection grows and learn why being together is so special.
Andy Shibata, Vice President, Brand, Air Canada, explains: “This year’s holiday brand spot, ‘Tis the season to believe’, was inspired by the universally shared experiences and emotions felt over the course of the pandemic. But this piece is also inspired by the resilience and power of love and determination that has brought us back together.”
And Shibata adds: “Slowly but surely, family and friends have been able to safely reunite and share beautiful moments together again, and we feel very fortunate to play a small part in their journeys back to one another.”
The spot will be shared in multiple forms, including an extended version for Air Canada’s owned channels. In addition, a 60-second version will be shown in cinema, 60-second and 30-second versions on television across Canada, and 30-second and 15-second versions on social media and digital platforms.