Every yearning strikes a heartbeat: Bumpy ride for Air China’s video campaign

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Fasten your seatbelt! The first global brand advertising campaign for Chinese national carrier, Air China, hits rough turbulence with its text adaptation of a new video ad destined for international markets. It is a prime example of what a minefield international campaigns can be. 

For starters, the translated copy contains incorrect pronoun references. They are frequently confusing, with “we” sometimes attributed to the airline and sometimes to humanity itself. Rather disconcertingly, the line “… on journeys we’ve never made before” is accompanied by an image of the pilot in the cockpit—we can only hope he and his passengers make it to their destination. Then there’s the singular/plural faux pas in “We give your dream wings to let them soar.”

The translation, which slavishly reproduces the poetic, emotional style of the Chinese, is way off the idiomatic mark in English. Copying the structure of loosely strung-together sentiments that are undoubtedly laden with meaning for Chinese speakers, it never really gets off the ground in English. I’m reminded of my visits to Asia and the gentle smirk that creeps across my face every time I see a sign for that “Happy Lucky Good Fortune Internet Café”. 

I also found a serious disconnect between the very aspirational, triumph-of-the-human-spirit mood and an actual airline in Western culture. Although, as with the elderly gentleman shown in the video, a 10-hour flight in economy class is often the aerial equivalent to running a marathon with an injured knee, there is a reason why in the Western market most airlines focus their ads on “gourmet” cuisine, fully reclining seats, and shower-taking with herbal products at 35,000 feet.

The short and skinny is that the translated text in Air China’s ad sounds simply outlandish to English native speakers’ ears. It is much too grandiose and “epic” compared with the nudge-and-a-wink style the Western world is accustomed to in airline commercials. And as a result, the intended purpose of its first globally positioned campaign—to wash over me and leave me feeling blissfully uplifted—instead had me looking for the “barf bag,” or worse yet, the emergency exit.

With its ambitions to become a global player, Air China would have been better served with a culturally sensitive localization that while nodding towards the company's roots, skilfully helps get the international target audience on board with the brand.

And bring you closer to your heart’s destination

We carry your hopes and vision

To that moment when they come true

Every journey holds the power of an inspiration

Every flight is the beginning of a new destiny

Land your dream

Air China