Qantas Be Rewarded ad on YouTube triggers emotional outpouring

A tear-jerker Qantas ad made on a shoestring budget with real staff has become the top-trending video on YouTube within a day of release | WATCH

A tear-jerker Qantas advertisement that links the Covid-19 vaccination with the freedom to travel overseas has gone viral, becoming the top-trending video on YouTube within a day of release.

Made by creative agency Brand + Story and Qantas’s internal content production team, the 90-second ad titled Be Rewarded was produced inside a month.

Highlighting three different reasons for travel – to see family in the UK; for a wedding in Singapore and to visit Disneyland – the ad aims to restore hope that flying overseas is again within reach.

Its release on Monday triggered an outpouring of emotion on Qantas’s Facebook and YouTube pages, with many people lamenting the time that had elapsed since they had seen loved ones overseas.

Diane Becker said she was desperate to go to Tennessee to see a new family member.

“Thank you Qantas for this ad. It is bringing us all some hope and positivity,” she wrote.

Rachael Hackney was also overcome.

“I teared up so much after watching this!” said Ms Hackney. “Another heartfelt ad from Qantas, you never disappoint! I’ll be off to the UK to visit my family. We can do this Australia, I cannot wait for the world to open up again.”

“Hope to travel to those countries that are really suffering without tourists. Despite everything we are very lucky to be Australian,” said Allison Crain.

Others expressed anger that the ad was presenting false hope, at a time of deep frustration for millions of people in lockdown.

“Nice sentiment but when are Qantas suggesting these dreams might come true?” asked Jeff Brady. “I haven’t seen my family in 19 months and counting.”

Questions were also raised about the lack of masks on those on board the imaginary flight, and the date of April 20 on one of the passenger’s tickets.

A Qantas 787 takes off from Sydney in November 2020. The airline hopes to be flying overseas regularly from mid-December. Picture: Getty Images

Although the total budget for the ad was not disclosed, it’s understood to have been made on a shoestring at the airline’s Sydney jet base, using Qantas crew.

They include Captain Sean Golding who piloted the first of Qantas’s history-making Project Sunrise research flights in 2019, flying non-stop from New York to Sydney.

Since the pandemic struck and most of the international crews were stood down, Captain Golding has used his training as a paramedic to work for New South Wales Health.

Initially launched on social media, the ad will appear on television screens from Sunday, as Qantas ramps up its rewards for vaccination campaign.

First announced in May, Qantas has spent the last few months finetuning the technical requirements of the scheme, to allow people to upload their digital vaccination certificate from Medicare.

Once a “reward” is selected, of points, status credits or $20 off travel, the certificate details will be deleted.

All of those who choose a reward will go into the running for a series of “megaprizes” including unlimited free travel for a year.

The ad on YouTube carries the disclaimer that vaccinations must only be taken on the advice of a medical practitioner and travel is subject to federal government restrictions.

Qantas CEO Alan Joyce is expected to provide more clarity about when the airline hopes to return to regular international flights, when he delivers the annual results on Thursday.

Currently Qantas has scheduled flights from December 17, and as of last week, Mr Joyce said there was reason to believe Australia would meet the 80 per cent vaccination target by then.

It’s expected travellers will be required to be fully vaccinated to board a Qantas flight, with the airline set to adopt the International Air Transport Association’s travel pass.

The digital pass, available on a free app, will carry information about the traveller’s vaccination and Covid test status, as well as details on health requirements at their destination.