But the thing is that these branding exercises are meant to evoke some kind of emotional response, but this one does nothing. For the people who like CX this campaign gives you nothing. For those who don’t know CX, you don’t even know this campaign is for an airline. And for the haters, it gives them more material to twist the slogan around.
Looking at the BA clip, I do think it's a complete non-statement, more reverting to the sixties, ages ago, just showing off "technical" features. Features which do not distinguish from any other airline.
Looking at the CX Gay holding hands picture, that'll trigger 5% of the Asian population simply due to those being part of that minority. Add another 20% of Asian LGBT sympathizers and CX does appeal to a huge part of the (Asian) community. As such, CX does make a clear and very progressive statement towards the Asian society. That's better than some techy BA non-sense.
Don't forget, with Marketing, it's not the factual message, it's the fact you get seen and people talk about you, especially, when they don't agree with the message
Be a good or bad publicity. Unless you screw up like Boeing did with the whole bogus 737 Max8/9 certification and keeps on lying / denying about it.
Though even the Max8/9 disaster publicity is being manipulated by Boeing and, unless large scale legal action is being taken against Boeing, Boeing (commercial) employees and even more, the FAA for their soft corruption practices, they all do seem to get away with it. Against enormous costs though. A technically proper 737 successor would have been significantly cheaper.....
With Marketing, not every message does have to appeal to the whole public. Next year, you'll get something you like
