Air France-KLM S.A., Click

According to the ad agency, this campaign is intentionally provocative, to grab consumers’ attention and in line with KLM’s well established German gay-friendly brand equity.

The ads ran 3x1/3 page in each magazine, sequentially placed on the right side of the right hand page. (So more three ads were seen sequentially within each magazine.)

The campaign is a play on words based upon German consumer vernacular. There is a saying in German, “Dumm fickt gut,” which in English is “Dumb fucks well.” So the campaign builds upon this saying -- given that “KLICKT” (click) and “Fickt” (fuck) rhyme in German -- with witty, slogans like “KLM KLICKT GUT” (“KLM clicks well.”). Or “The best vacation click of your life” (word plays with “The best vacation click of your life.”). Or “A typical man...simply a click and he heads/travels out.”