Travel has become more accessible for Londoners, thanks to easyJet, whose latest "Why Not?" campaign by VCCP has a pretty basic premise: It's the story of the many adventures awaiting a woman whose flight is about to take off.
Strange little details give the ad unexpected vivacity. It opens with a molting man made of flowers running across the runway like Alice's White Rabbit. He's late, he's late! Suddenly our heroine is yanked right out of the plane and into the hangar, where tropes of a European vacation—open-air markets, street artists—are given the Gulliver's Travels treatment, transforming the exotic into the surreal.
In one scene, the protagonist even appears relaxing on a beach, surrounded by a spray of tiny humans.
The ad ends where the real adventure begins—in the seat of the plane, where we're told easyJet offers 300,000 seats to Europe for £29.99 each. That's around $40, less than what some people pay for underwear.
"Dinner in Barcelona? Why not? Trumpet festival in Budapest? Why not? Six hours in Amsterdam? Seriously, why not?" VCCP probes.
The ad was shot by Canada. The pan-European brand campaign will include print, out-of-home and digital out-of-home, where travelers will be prettily choreographed by the Wade Brothers. EasyJet will also run an immersive element in the heart of London, where it will "bring a European city" to the locals. A social competition will give people the chance to win their own adventure.
"Why Not?" may be unusual, but it's a return to basics for easyJet. In May, it tried encouraging people to discover more of the continent by promoting Sneakairs—sneakers that vibrate to subtly guide travelers to their destinations, so they don't have to stare down at Google Maps while exploring.
VCCP, for its part, has always been a bit out of this world. Earlier this year, in a First Utility spot, it positioned unicorns as a bold new power source.
Join the foremost brand marketers, such as Marc Pritchard, Brad Hiranaga, Kory Marchisotto and more, for Brandweek Masters Live on Sept. 14-17. Secure your pass and learn from the brand masters.