Pack Less. Weigh Less. Pay Less.

Here’s an argument for being a lightweight.
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Philadelphia’s Derrie-Air is charging customers based on a sliding scale. The more you weigh, the more you pay.

After all, it takes more fuel—more energy—to get more weight from point A to point B. So we will charge passengers based on how much mass they add to the plane. The heavier you and your luggage are, the more trees we’ll plant to make up for the trouble of flying you from place to place.

By the way, the Derrie-Air campaign is a fictitious advertising campaign created by Philadelphia Media Holdings to test the results of advertising in our print and online products and to stimulate discussion on a timely environmental topic of interest to all citizens.
Philadelphia Media Holdings–the parent company for the Philadelphia Inquirer, Philadelphia Daily News and Philly.com–is run by former ad man, Brian Tierney.

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About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.