Air New Zealand some years ago promoted family travel with ‘Grandparents’, a 60 second TV ad featuring the music of Herb Reed and The Platters. To the sounds of “You’ll Never Know”, we see a husband and wife responding to the birth of their grandchild. Phone calls and photographs in the mail are enough to bring the grandmother to tears. But it’s not until they’ve flown to see the new family that tears appear on the cheeks of the grandfather.
Credits
The advertising campaign was developed at Colenso BBDO, NZ, by creative director Mike O’Sullivan, art director Josh Robbins, copywriter Richard Maddocks, and agency producer Jen Storey.
Director was Tony Williams at Sydney Film Company/Auckland Film Company, with producer Maggie Lewis.
Film editor was Charles Ivory at Oktobor.
Lyrics for You’ll Never Know
(You’ll never know )
You’ll never, never know I care
You’ll never know the torch I bear
You’ll never know it, for I won’t show it
Oh no you’ll never, never know
(You’ll never know )
You’ll never, never see me cry
Not even when you’re glancing by
For I won’t weaken, when we’re speaking
Oh no you’ll never, never know
You’ll know the use to me
That I was before
You’ll see the used to be
That one you did adore
(You’ll never know )
No, no I know I won’t reveal
The way I really, truly feel
But if you guess it, I’ll confess it
Oh darling now’s the time to glow
Or else you’ll never, never know
You’ll know the use to me
That I was before
You’ll see the used to be
That one you did adore
(You’ll never know )
No no I no I won’t reveal
The way I really, truly feel
But if you guess it, I’ll confess it
Oh darling now’s the time to glow
Or else you never
No, no you’ll never
Oh no you’ll never
ever know
(You’ll never know )