If flying was actually this metaphysical, mundane details such as legroom and baggage check fees would be irrelevant. But, it’s not and that’s why this new work for Swiss Air leaves us with a big, “Huh?”
Created by Publicis Zurich, written and directed (and voiced) by Marc Forster (“Quantum of Solace,” “Finding Neverland,” “Monster’s Ball”) and edited by Cut + Run, the spot aims to describe “modern day travel via air.
Cut + Run Editor James Nelson gushed, “Marc found a artistic and purely non-commercial way to highlight what the flying experience is with Swiss Air. As abstract as the script initially appeared, when united with the striking images it all came together to form something evocative and beautiful. Not surprising, considering the source.”
As airline commercials go, it’s certainly different. It’s not clear, though, just how much this will change the perception of flying as the proverbial compressed sardines in a can.
