Russia’s number one low cost carrier, Avianova, have created an interesting TV commercial featuring cabin crew scantily dressed in bikinis washing one of their aircraft, while a group of airport fire fighters watch on. It plays like something you expect to see on one of those seedy pay-per-view channels in a cheap motel room – minus the nudity. Slow the clip down, play some 70’s chicka-chicka-bow-bow music, degrade the quality of the video, and you have an award winning adult film.
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It appears that the term ‘low cost’ not only extends to their operation, but perhaps their flight attendants as well.
Airlines do have to be careful when creating campaigns like these. Despite the viral nature, the long term effects can impact unfavorably upon the airline brand as they continue to be remembered for one reason… or is this the point? Certainly, sexualising the cabin and crew can potentially translate to unfavorable behavioral issues from guests in the cabin.
Perhaps Russia’s culture is less sensitive to this kind of advertising than us sensitive and politically-correct westerners?
Video Background music by Paul Rothman – “It’s Such a Good Night.”
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