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In 1971, National Airlines launched a television and print campaign featuring its attractive female flight attendants. In the ads, a smiling attendant would look directly at the camera and offer a provocative invitation, using a line like, "I'm Cheryl. Fly me." The slogan's blatant double entendre was designed to be cheeky and memorable, but it immediately drew widespread criticism for its overt sexism.
The campaign sparked outrage from feminist groups, most notably the National Organization for Women (NOW). They argued that the ads sexually objectified the airline's female employees, reducing professional flight attendants to a product for the gratification of male passengers. Protestors picketed the airline with signs that read, "I'm a woman, not a fly-me," demanding an end to the demeaning portrayal. The airline used several different first names in the campaign, including Mandy and Laura, to create the illusion of a personal invitation from various staff members.
Despite the controversy, the campaign was initially a financial success, significantly boosting National Airlines' name recognition and passenger numbers. However, facing sustained pressure and a rapidly changing cultural landscape shaped by the women's liberation movement, the airline eventually retired the infamous slogan. The "Fly Me" campaign is now frequently cited as a classic example of an advertising strategy that clashed with evolving social values.
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