“France is in the air”, a BETC Paris campaign for Air France

Air France launched a new ad promo, “France is in the Air”, signed by BETC Paris and which will run globally, running on TV, cinemas, digital media and social networks.

The recent initiative represents a continuation of the brand campaign launched in March 2014.

Celebrating the “French touch”, the film pays homage to the best of France with an pink skies, fashion, Tour de France, puffy pastry, Breton tops and even features little ballerinas from the Opera Garnier on swings.

With the way it was conceived, the film challenges the way airlines traditionally communicate. The ad was directed by We Are From LA (same duo that was behind Pharrell’s “Happy“ music video and behind BETC’s “Baby and Me” for evian), while soundtrack was made by Portland duo Glass Candy.