Over the last few months, the previously low-key Korean Air appears to have found an almost limitless media budget, for TV, print and online advertising. With their new Tiffany blue color scheme and “Excellence in Space” positioning, they have raised their profile enormously.

However, we have to wonder whether their new print ad is going to attract any new customers…

It mentions their “180 degree reclining Kosmo Sleeper Seat” but the image features a a seat that looks like an unreclinable plastic shallow bucket seat, and while the model appears to be in the throes of relaxation, the reality of having a plastic spike resting against the back of your neck suggests the opposite.

The ad might be communicating on the other tagline “From departure to arrival, witness the creation of your own private room”, in which case this is a metaphorical seat.