The NZ Herald reports:
Midway through the last decade, Fyfe was drawing admiration for classy, innovative approaches to traditional branding campaigns, working closely alongside its branding agency Colenso BBDO.
The “Nothing to Hide” commercials – featuring staff in body paint and G-strings and even featuring Fyfe in a cameo – marked a shift to a retail-focused campaign using Colenso’s retail division, .99.
Some content in spots featuring All Blacks has touched base with the old brand values.
Yet the focus hasn’t been on those traditional values but on a crude puppet specialising in double-entendres.
Last month, Rico appeared with rapper Snoop Dogg in an online clip that has been picked up by American breakfast TV, which Fyfe points out gave coverage you could not buy.
This week, 80s aerobics star Richard Simmons featured in the airline’s in-flight safety video – in a duet with polarising TV star Paul Henry.
Fyfe agrees there are risks in the marketing strategy and says that the adventurous approach could become “too successful”.
The danger is that offbeat ads aimed at niche online audiences are being picked up and, as Fyfe says, “leaching” into editorial coverage in mainstream media with a different market.
I do like the latest safety video – it carries on their quirky history, and I’ve observed on flight around 90% watch the video now, when it used to be around 20%.
The Rico creature though is stupid, and should be shot. I like smutty humour as much as anyone, but it doesn’t work with an airline brand.