- McCann-Erickson has unveiled 10 new commercials starring the comedian Mike McShane for its Air Canada campaign.
The new commercials see McShane moving out of the Canadian countryside and into a surreal airport setting. Each ad focuses on a single element of service or product benefit such as faster baggage handling or pre-clearance of customs. A slightly different take on the Air Canada logo appears at the end of each one.
The £6 million ($10 million) campaign will run across Europe, breaking on 7 September in the UK and Germany. In the UK, it will air on Channel 4 and on ITV channels in London and the south-east as well as on national satellite channels. Media buying and planning are being handled by Universal McCann and the commercials will air in other European markets early next year.
The 10 new commercials were written by creative group head Luke White, art-directed by Colin Selikow and directed by Daniel Barber. The production company is Rose Hackney Barber.
Ben Langdon, chief executive and managing director of McCann-Erickson, said: "With McShane we started a campaign that broke the rules of airline advertising. Once again, this new campaign keeps well ahead of the pack."
McCann-Erickson began the McShane campaign for Air Canada in 1993 and has won EAAA and M&M awards along the way.