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Qantas

The appeal of long form "adverfilms"

Clearly, some PR company (or companies) is making good money out of convincing large corporations and businesses that the way to get to consumers, in this fragmented media world, is to do long-form advertisements. Rather than short, pithy 30 second spots, there seems to be a bit of a movement toward longer, snappy and emotionally rich adver-films that tell the story about "Our People". Some swelly music, beautiful sweeping pan shots, nice depth of field, and happy smiling faces... you get the picture. The Australian mining industrythe Mormons, and now Qantas have all put together a series of films about how their people, are people, just like you and me.

The end of Qantas as we know it?

The move by Qantas CEO, Alan Joyce, to ground the Qantas fleet around the world, will have caused significant damage to the brand, regardless of his motives for doing so.

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