TAM Airlines: Titanic

Great movies at 35,000 feet. New TAM onboard entertainment.

Advertising Agency: Y&R Brazil
Creative Directors: Tomas Lorente, Cássio Zanatta
Art Director: Daniel Salles
Copywriter: Toni Fernandes
Illustrator: Ricardo Salamanca

June 2008


Guest commenter's picture
Guest commenter

Superb idea. Very fresh.

Guest commenter's picture
Guest commenter

fakes go down faster

Lip's picture
234 pencils

Good concept.Nice campaign.

Pedro Paes

syno's picture
23 pencils

this airline crash on air last year...

Leandro's picture
117 pencils


obladis's picture
298 pencils

fucking great.

Mr. Brown's picture
Mr. Brown

Without title ("Titanic") the campaign is illegible.
Tipical example of ad for a festival. Good for cannes, bad for rest of the world.

XL's picture
214 pencils

Agreed. If you don't see "Titanic" in the title, do you have clue one what this ad is all about? I sure didn't.

For the last time, Ivan, KEEP THE TITLES OFF THE ADS! Maybe then people will stop submitting stuff that needs a title to make any sense. A great ad shouldn't need any help. And THOSE are the ones that win at the award shows.

That's the last time I bring up the titles thing, I swear.

postman's picture
951 pencils

I got it without looking at the title. Even though, there should at least be the correct number of chimneys.

Ariatán's picture
66 pencils

bad art direction. Boat seems like a container boat, not a passengers boat.

dasgoodads's picture
101 pencils

I think the King Kong version is more exciting and better art directed, but this campaign as a whole is great.

Kateter's picture
2029 pencils

totally agree. great concept with one excellent execution and one pretty bad.

Guest commenter's picture
Guest commenter

Very Nice art
Superb concept

The Pope's picture
The Pope
124 pencils

NICE, not too certain about the example but good.

Jef's picture
174 pencils

This campaign is simply AWESOME! Congratulations!!!

m í t i c o's picture
m í t i c o
676 pencils

Excellent idea, great job !!

De nada sirve una Gran idea sin una Gran ejecución.

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Guest commenter


since a long time i didnt see a such a great work in this page

Boris's picture
98 pencils

I'm not sure if the benefit is big enough for an Ariline. Great idea yes, but not sure about the relevance. Loved the concept.

ricklongo's picture
1244 pencils

I'd say having movies available on airplanes is a pretty big benefit. They sure as hell keep me from being bored to death.

getconnected2001's picture
987 pencils

Love the concept and execution both.
I feel it will work.

askon's picture
433 pencils

I've got a hard time believing this picture was taken from 36,000 feet.

-- 9 out of 10 dentists agree that most people will believe any statistic you throw at them.

Jet Propulsion Lab's picture
Jet Propulsion Lab
10679 pencils

I like them both A LOT. But I can't say I "love them."

It's more an executional idea rather than a conceptual one.
The whole thing smacks of being born out of a simple wordplay straight out of the brief: "entertainment at high altitudes." I do like the simplicity of creative thinking, but it feels like there wasn't much digging below the surface. But chances are, they probably didn't need to. (Hey, if Sony's Bravia work was such a big success, I don't see why this one can't be, too.)

I don't want to rain on everybody's parade here, and it's a great fun ad, but I just can't bring myself to giving it such a high praise like many others. And I don't have the time to go into the whole discussion of what makes an ad campaign "conceptual." Most of you already know...

maddoxx's picture
73 pencils

good campaign

Seixas's picture
95 pencils


nextt's picture
33 pencils

Passenger ship sinks. Hundreds perish in icy cold waters. Now THAT's entertainment.


HK's picture

why Titanic..?

Wouldnt it makes more sense if it is a more recent movie scene?

truecopy's picture
399 pencils

Nice job. Congrats.

"Sex sells. Truth even better." - A friend

chederico's picture
40 pencils

I hope for them (and for their passengers) they are never going to broadcast "Pearl Harbor" or "9/11" on board...
That being said I also agree with the fact that you cannot understand it without the title. So yes definitely, this is so
a Cannes campaign...

Alistair C.'s picture
Alistair C.
692 pencils

haha, this makes me wanna see how it hits the aisberg :)

Guest commenter's picture
Guest commenter

An airline showing movies from 1997 is not going to make me want to fly with them. I especially don't want to watch Titanic if I'm flying over any body of water.

And executionally, this likes it was taken from about 2,000 feet.

It's a nice idea, but seems more like an ad wank than an actual attempt to drum up business for a customer.

rebelscum's picture
2110 pencils


I saw a Viral campaign once with a 6-foot chicken that did whatever you told it to on the computer. Everyone knows there's no such thing as a 6-foot chicken. So stupid.

In other news, cows don't actually sing for BBQ sauce and Chiihuahuas rarely ask for Taco Bell.


"I saw a subliminal ad executive once, but only for a second." - The Wright


I have thousands of pencils and $1.50 so I'm off to Starbucks

Kateter's picture
2029 pencils

"I saw a Viral campaign once with a 6-foot chicken that did whatever you told it to on the computer."



AD1014's picture
307 pencils

very very good. and to those who don't see a sinking ship ad for a product touting movies (and don't think "titanic") - you're probably just not smart.

jack75's picture

Literally thinking...come on people. They are relating these scenes to great movies!
Great campaign!!! great job.

Guest commenter's picture
Guest commenter

I can only Say , GREAT.

Jonny89's picture
17 pencils

I love this ad. It's one of i'd like to made.

andré ™'s picture
andré ™
144 pencils

I would hate to travel watching such an old and bad movie by the way. It would be nice to get promotion partner with some new movies.

Ruy's picture
4 pencils

Awesome!!! Can have more examples.

Blue Koala's picture
Blue Koala
199 pencils

Just an opinion.

Just an opinion.

unaquestionediali's picture
484 pencils

very nice idea!


in advertising SCRIPTA VOLANT

rebelscum's picture
2110 pencils

This...is fucking brill.

I wanna see Neo fighting all the Agent Smiths :)


"I saw a subliminal ad executive once, but only for a second." - The Wright


I have thousands of pencils and $1.50 so I'm off to Starbucks

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