Air France has introduced a new advertising campaign, marking the airline's return to television advertising in France. Launching on 8 March 2026, the campaign was developed in collaboration with agency Aura by Omnicom and carries the brand message "Elegance is a journey. Air France."

The campaign comprises eleven visuals and videos set to roll out gradually across France and several international markets. Central to the campaign's visual identity is iconic French imagery, the Eiffel Tower and a flowing red dress, photographed by Sofia Sanchez and Mauro Mongiello, who previously collaborated with Air France on its 2022 campaign. The hero image depicts a woman climbing the Eiffel Tower, her dress trailing in the wind.

To mark the launch, a large-format banner exceeding 1,000 square metres will be displayed on the façade of Air France's headquarters at Paris Charles de Gaulle Airport throughout March, visible from nearby roads, terminals and aircraft taxiways. The campaign will also appear across outdoor billboards, shopping centres and digital platforms throughout France.

Additional visuals, created by photographer Clark Franklin and director Nans Noiron, spotlight new products and services. These include the rollout of free high-speed Wi-Fi across the airline's fleet and the introduction of the Sofitel MY BED mattress pad in Business cabin, both central to Air France's ongoing product investment. The campaign also promotes the airline's network of more than 1,000 destinations available through SkyTeam partner airlines.

Future phases will highlight onboard dining by French chefs, airport lounges, the SkyPriority service and the Flying Blue loyalty programme.

To bring these services to life visually, creative teams designed a series of striking props and installations, including a Wi-Fi symbol-shaped seat, an oversized macaron representing culinary expertise, and a quilted garment symbolising in-flight comfort. An hourglass chair represents time in airport lounges, while a layered skirt evokes the breadth of the airline's route network.

Throughout, the campaign applies Air France's signature colours of dark blue, white and red, reinforcing the airline's visual identity and its deep connection to French culture.