EasyJet uses TV for first time since launch in £4m push

LONDON – EasyJet is to show its first television commercial since its launch nine years ago, as part of its latest advertising push.

The TV campaign breaks tomorrow and has been created by Sledge, which was hired as the firm's first UK advertising agency last month.

The campaign, which is worth £4m in the UK and will run across Europe, also features press, including a wraparound in London free newspaper Metro, and poster advertising.

There will initially be a four-week burst of activity, with a repeat run scheduled for early next year.

The creative involves people in stressful, everyday situations being calmed down by EasyJet staff, some played by actors and some played by real-life workers. Those who come in contact with EasyJet staff then levitate into the air, with the line "Come on, let's fly."

The 30-second commercial has been director by Simon Neal of Another Film Company and is supported with 20- and 10-second cutdowns. The poster side to the campaign features 48- and 96-sheet sites.

Sledge managing director Ed Will said: "Few businesses can claim to turn a whole industry on its head, but EasyJet has done just that -- and this advertising captures the liberating effect their service brings to Europe."

Previous advertising for the budget airline has been carried out in-house. This included a controversial poster and print campaign featuring celebrities. One landed the firm in hot water with David Beckham's agent after using an image of the Real Madrid star without his permission.

Another, headlined "Weapons of Mass Distraction" and featuring a pair of bikinied breasts, saw EasyJet escape censure from advertising watchdogs after being accused of sexism.

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