HX marketing videos – the good, the bad, and the stock footage

When sending out the Request for Information regarding the HX-program the Finnish Ministry of Defence also offered the companies an opportunity to send in a short video marketing themselves and their product. While the impact of these on the evaluation process in marginal (probably an overstatement…), they do tell something about the level of commitment from the companies in question. It also indicates the focus of the campaign and their selling points. As such, these deserve to be reviewed, and to get a non-avgeek viewpoint, I’ve brought Mrs. Frisk along as a guest reviewer (though to be honest, she has probably involuntarily acquired more insight into the HX-program than your average aircraft spotter).

And yes, this all is massively off-topic, and strictly movies-only, with no take on which fighter is the best one for HX.

virmalised
Polar lights, what 60% of the world’s aircraft manufacturers think off when they hear the word “Finland”. Source: Wikimedia Commons/Reio Rada
  1. Lockheed-Martin F-35 Lightning II

This was by far the weakest showing off the lot. Not that it was bad, but the video was apparently the standard marketing video for the program, first showing off the varied aircraft in the Lockheed-Martin portfolio, after following up with video of the F-35 in all three versions. Seriously, we are planning to invest up to 10 billion Euros, and Lockheed-Martin weren’t bothered to even slightly alter the marketing material to speak to Finnish needs?

+Showing the broad portfolio

+Generally nice footage

No mention of Finland/HX/any customization at all

Mrs. Frisk: “The whole video feels old, and I’m not too sold on the stripes along the sides or the name-carrying banner appearing over the aircrafts. The vertical landing was neat.”

  1. Tied: Boeing F/A-18E/F Super Hornet and BAE Eurofighter Typhoon

Boeing’s ‘Super Bug’ and BAE’s take on the eurocanard-concept ties for third, both doing some things right and some things less so.

Boeing offers a very Finnish video, beginning with green polar lights and computer-generated Finnish flags, before quickly skipping to stock footage (and music) of Super Hornets flying around, accompanied by a Finnish flag decorated by the Hornet-logo and selling points. While they certainly score no points for artistic creativity, they have at least bothered to read through the requirements, and in a clear and concise manner explain why they feel that they’re the best fit for HX. Points for mentioning suitability of dispersed operations.

Mrs. Frisk: “This feels like a mixture, more info than the Eurofighter one, but more ‘Woosh’ than Saab’s offering. They manage to emphasise ‘Safe’ without sounding like they’re trying to sell you a Volvo. Though I personally dislike hornets (or anything resembling them). The bug ones, that is… ;-)”

+Informative

+Relevant for HX

Stock footage not overly impressive

The video by Eurofighter feels like they’ve used a stock intro, and then pasted on this a tailored ending, talking mainly about the fact that BAE already is a thrusted partner of the Finnish Air Force with Hawk advanced trainer, and that it would be natural to build upon this with the world’s “most advanced” multi-roll fighter for HX. The flying over snow clip feels more relevant than that of Middle Eastern naval vessels, but all in all a nice looking video. The main issue was the lack of selling points for the Typhoon with regards to the specifics of the HX-program.

Mrs. Frisk: “This one’s nicely done, it feels very much like an advertisement, and has less direct info than the Super Hornet, but they do bring up BAE’s other branches, which promises good integration across the board, as well as their current cooperation with Finland.”

+Very nice video and soundtrack

+Ties in with earlier BAE activities in Finland

Information regarding HX not on par with other videos

  1. Saab JAS 39E/F Gripen

Saab goes all in for the Finnish theme, and is the only one to feature a narrator speaking Finnish. Unfortunately, while the video is choke-full of information, most of which is addressed directly towards the Finnish HX-requirements, the narrator’s matter-of-fact attitude becomes a little bit too matter-of-fact, and coupled with the lack of fancy weapons’ releases, the whole thing gets a bit too reminiscent of Avara luonto (Finnish nature documentaries, think sir Attenborough, but without a peerage). However, it features some really nice video, including the obligatory green polar lights, much of which benefits from being shot in Sweden and thus very close to HX’s future environment. The final product is nice enough that one might even forgive the sometimes illogical jumps between “you” and “we” in the narrative.

Mrs. Frisk: “Safe and reliable are certainly nice features also for a fighter, however, this lacks the action element in trying to market a fighter. It feels like they’re trying to sell me a family car, and the whole thing is a bit boring. Brings up the Finnish demands in a very good way, though!”

+Nice video, featuring a very Finnish-like setting

+Finnish narrator

+Very informative, and relevant to HX

A bit slow compared to Dassault’s and BAE’s offerings

  1. Dassault Rafale

Dassault Rafale skipped the narrator all together, and instead starts off with Finnish composer Sibelius, green polar lights, and a quote from our national epic, Kalevala.

“Tulta iski ilman lintu, valahutti valkeaista.”

” Quickly then this bird of heaven, kindled fire among the branches.”

Kalevala, second poem

We Finns love when people recognise Sibelius and Kalevala.

The video doesn’t dwell on its purpose. Dassault is here to sell their fighter to a snowy Finland (though they aren’t quite aware of our lack of proper ravines), and they can not only offer a load of different weapons for it, the plane is already tested in a number of conflicts. To top it up, they promise technology transfers and all the other bells and whistles. And as an engineer, I just love the shot of the SCALP dropping from the aircraft, popping out its wings and then speeding of.

Much (all) of this is promoted by other candidates as well, but Dassault manages to provide it all in an extremely attractive package, offering both the current selling points and the Top Gun-feeling you expect from a fighter jet.

Mrs. Frisk: “This is nice! It’s speed and action, and ‘combat proven’. This gives the impression that when others just fly around, the Rafale is busy reducing buildings to dust. Best one of the lot!”

+Extremely nice video, with some (computerised) snow

+Finnish feeling

+Information relevant to HX

 


On a serious note, while Saab’s strong video was expected, Dassault was a positive surprise. That Lockheed-Martin couldn’t be bothered to even paste some texts or Finnish flags onto their video were perhaps the most unforeseen deal. Of note is that neither F-16V nor F-15E was marketed in any way, and it seems like both companies will follow in Saab’s footsteps and only offer their latest bird.

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