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Jul 23, 2010Frontier Airlines Wins Second EmmySpokesanimals Win for “Super Roll XLIII” Ad
DENVER, July 23, 2010 -
After taking top honors in the sustained success campaign category at
the prestigious North American Effie Awards in June, Larry, Flip, Jack
and Griz – Frontier Airlines’ most recognizable “spokesanimals” – are
wondering if they’ll have to go out and buy a bigger trophy case to
house yet another award.
The performance of Frontier’s fab four spokesanimals in their “Super
Roll XLIII” ad won them an Emmy for a single-spot commercial at the 24th
Annual Heartland Emmy Awards last week. The winning spot debuted on
Super Bowl Sunday last February.
“We have taken advantage of the public’s focus on the Super Bowl ads
several times in the past and have used the game to launch our own
significant events in our local markets,” said Frontier’s Director of
Advertising Diane Willmann. As an example, the “Flip to Mexico” winner
was announced during a Super Bowl game several years ago.
“Last year, the outstanding creative team at Grey Worldwide came up with
the idea of using the Super Bowl’s strict protection of its trademark to
create a very funny and effective ad about the rollout of a 43-hour
super sale that ran during Super Bowl XLIII,” Willmann said.
The ad starts with Larry announcing “Hey, football fans, Frontier
proudly announces the Super Roll 43 sale.”
Flip then asks why Larry is saying “Super Roll.”
“Trademark infringement,” is Jack’s reply.
In the end, Griz agrees that the 43-hour sale is a good idea, but
complains that, “it stinks out loud that we can’t say ‘Super (bleep)’!”
After which Flip, almost in a panic points out, “Wait, he just said
‘Super (bleep).’”
That prompts Jack and Larry to chime in, pointing out “He just said
‘Super (bleep)’,” until Flip, who originally didn’t know about trademark
infringement, ends the spot with “We’re not supposed to say ‘Super
(bleep)!’”
This is the second-consecutive Emmy for Frontier. Last year, the star
spokesanimals won their first-ever Emmy award for the “Leather Seats”
spot which debuted May 2008 to cleverly explain why you won’t find a cow
on the tail of a Frontier plane. “It would be creepy,” Larry the Lynx
declared in the spot celebrating Frontier’s transition from fabric to
new leather seats.
Frontier launched its popular “a whole different animal” campaign in
2003 to rave reviews. With nearly 100 different storylines, including
the popular “Flip to Mexico” and “Denver’s favorite animal” campaigns,
Frontier’s loveable spokesanimals have helped the airline achieve a
number of accolades including recognition in the Moriarty, Mitchell and
Wells textbook “Advertising: Principles and Practices” and a parody ad
for the cartoon “South Park.”
“Working as a team with the outstanding creative minds at our agency,
Grey, has been a phenomenal experience,” Willmann said. “Their
dedication to our campaign has made our spokesanimals much-loved
personalities locally and nationally, and created a tremendous following
for Frontier.”
Watch Frontier’s latest campaign at YouTube.com/flyfrontiervideos.
To learn more about the famous spokesanimals, please visit FrontierAirlines.com/animal-tales.
About Frontier Airlines
Frontier Airlines is a wholly owned subsidiary of Republic Airways
Holdings, Inc., an airline holding company that owns Chautauqua
Airlines, Lynx Aviation, Midwest Airlines, Republic Airlines and Shuttle
America. Currently in its 16th year of operations, Frontier
employs more than 5,500 aviation professionals and operates more than
550 daily flights from its two hubs at Denver International Airport and
Milwaukee’s General Mitchell International Airport. Frontier offers
routes to more than 70 destinations in the United States, Mexico and
Costa Rica.
On April 13, 2010, Republic Airways announced that its two branded
carriers, Frontier and Midwest, would combine under the Frontier
Airlines name. The integration of these two airlines is expected to take
12-18 months. Track our progress at FrontierMidwest.com.
For more in-depth information on Frontier Airlines and to book tickets,
please visit its Web site at FrontierAirlines.com.
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