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.”

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