SYDNEY: Jetstar has
terminated its advertising agreement with Unilever brand Lynx, after classifying
its advertising content “unsuitable” for the airline’s image.

The
campaign, which included Lynx-branded Jetstar Boeing 717 flying young school
leavers to Schoolies’ Week on the Gold Coast, initially launched in a flurry of
misleading publicity earlier this month. The branded plane was at the time
heralded as an “international airline” equipped with stunning Lynx “mostesses”
(hostesses).

A supporting TVC, created by Lowe Hunt and Draft, depicted
Lynx “mostesses” in raunchy scenarios with male passengers including mid-flight
bubble baths and a “spanking” request. It first screened during the Australian
World Cup Qualifier against Uruguay on Wednesday 16
November.

Simon Westaway, manager of corporate relations at Jetstar, said
the content of the television commercial and website firmed the airline’s
decision to sever its ties with the campaign.

“To my understanding we
viewed the imagery at conceptual stage only,” Westaway said.

“We did not
get a chance to look at the final television campaign nor the content of the
website. Once we did get to see that we made a decision that the brand wasn’t
suitable to be associated with us.”

However, Nick Goddard, corporate
relations & communications director at Unilever, said differently:
“Essentially the arrangement was made with Jetstar – despite what was reported
in the paper today, the Jetstar GM did view the final creative and obviously
things have changed since then.”

In rebuttal, Westaway said the final
imagery was not viewed by Jetstar’s media on-flight manager, ACP Media, and that
the TVC and online content went against aviation standards.

“We don’t
think it portrayed the professional aspects of our business and of our staff. We
fly a lot of families and we don’t want to be linked by association with the
content,” he added.

“It was perceived
that our cabin crew were to be dressed in Lynx promotional gear – that was
wrongly suggested by the campaigns. Our flight crew will continue to wear their
own uniforms – you would only wear those [Lynx] uniforms if you wanted to lose
your operator’s certificate.”

The Lynx Jet website still features a mock
news story based on sexual discrimination of the “young and extremely beautiful
females who seem only too willing to satisfy LYNXjet passengers’ every desire”.
(http://www.lynxjet.com/news.php?ni=1)

Depsite Jetstar
grounding Unilever’s sky-high plans for the Lynx brand, Goddard said the Lynx
Jet campaign will continue sans-plane.

“Having the plane was just a small
physical part of the whole campaign – we ran the same campaign in New
Zealand without a plane and we have plans to
continue the TVC campaign and other promotional acitivities well into the new
year.”