Sex sells, right? The Braniff International (1928-1982) ‘Air Strip’ television and print advertising was part of a broader campaign that was used to re-invent the airline. Read about it here.
In the television commercial, a ‘hostess’ casually takes layers of her Emilio Pucci ‘hostess’ uniform for the duration of the commercial in the form of a strip tease, while the narrator uses subtle sexual references to describe her behaviour. He concludes with the tag line, “The air strip is brought to you by Braniff International, who believe that even an airline hostess should look like a girl”. Note that the term hostess is used rather than flight attendant or stewardess. It was believed that branding them as hostesses would make the cabin crew and the airline more appealing to the male population.
How would this campaign work on today’s audience?