It's horrible.

First of all, having nice pictures with feel-good talk over it is usually a sign that an actual idea was missing.

Second, people on the tarmac like that signals 'trouble' when it comes to aviation. You don't want a bunch of people running around the aircraft - it looks disorderly and chaotic. Which is the absolute last thing you want to associated with.

Third, I appreciate SAS making a campaign about who they are to make them more relatable. But there are a million other ways to do that in an engaging and positively branding way.

They shouldn't have left the 'As Good As Home' campaign. That was - by far - the best piece of aviation advertising I've ever seen.