While reading the newspaper at breakfast yesterday I saw this Air France ad, featuring a woman in a frog costume hopping in the air, with a tagline reading “HAPPY LEGS!”
I thought the ad was cute and catchy in its retro simplicity, but mostly I loved that they seem to be playing on frog as a derogatory term for a French person and/or the stereotype that the French eat frog legs all day.*
At lunch I opened The Economist and found another Air France ad:
This one shows a woman in a princess gown sprawled out in a reclining airline seat fitted with carrying poles like a sedan chair, plopped down on a gravel path at a palace garden. The visuals evoke the opulence and elegance of Marie Antoinette, but the tagline is “REVOLUTIONARY COMFORT.”
Talk about a mixed metaphor! If I remember my French history correctly the revolution wasn’t very comfortable and didn’t end well for the people riding around in sedan chairs and wearing fancy gowns. I immediately imagined a guillotine waiting to receive the princess. Something like this, in fact:
The ads are from Air France’s new “France is in the Air” campaign (read and see more here, if you’re curious and don’t have Google). Thank god they’re no longer using their “Gross Giant Toes are in the Air” ad from 2000:
France may be in the air, but (speaking of national stereotypes) Air France isn’t right now: the pilots are on strike, staging their own little revolution.