easyJet took the advantage of the momentary football craze and made a press campaign that marks England’s ejection from the European Championships. The tagline is “tears dry faster in the sun”, calling customers to cheer up and deal with the England’s exit in warmer places. This is part of easyJet’s ongoing “Where are you going?” campaign and it will be running in today’s (25 June) papers, while England’s ejection was last night.
I like this, and, generally, I like when brands use momentary trends or big events and reform them into a witty or fun advertisement. I guess it somehow makes them more human.