Friday, March 15, 2024
British Airways is rolling out its new television advertisement and brand initiative, aligning with its theme, “A British Original.” This move celebrates the pivotal travels that significantly influence customers’ futures.
In collaboration with Uncommon Creative Studio, the airline has crafted a concept expected to strike a chord with many. To bring this vision to life, British Airways and the agency enlisted the talents of Emmy Award-winning director and Grammy-nominated, Miles Jay. The musical backdrop, curated by Groove Armada’s Saint Saviour, features acoustic elements and soft vocals, designed to stir up the emotional essence of travel and the memories it creates with loved ones.
The commercial narrates the tale of a young girl dreaming about the adventures awaiting her as she takes her inaugural flight with British Airways. It beautifully illustrates future milestones, highlighting how each journey can pave the way for life’s path.
Scheduled for its TV premiere during a break in the popular show “Gogglebox” on Friday, March 15, the advertisement places a spotlight on British Airways’ staff appearing both in the TV spot and outdoor advertising images.
Calum Laming, British Airways’ Chief Customer Officer, said: “When it came to creating this advert and campaign, we knew we had to work with some of the best talent. As well as celebrating our amazing people throughout the advert and out of home, we worked with an incredible award-winning director and renowned singer-songwriter to really bring the concept of original journeys shaping your future in life.”
Lucy Jameson, Co-founder at Uncommon Creative Studio, said: “We are so proud to share the next iteration of A British Original working with our incredible partners. The work showcases the many journeys British Airways takes us on and the role they play in shaping our lives and who we become.”
Miles Jay, award-winning filmmaker, who directed the airline’s TV advert, said: “Travel awakens who we are. I loved the construct of a coming-of-age story told through the dreams of a sleeping newborn on its first flight. This film shows the beauty of flying and how it puts us out into the world to reveal to ourselves who we are with a touch of British charm that is uniquely British Airways.”
The outdoor campaign captures the awe of customers as they gaze out from their airplane windows at 35,000 feet, reversing the typical perspective of outside looking in, to emphasize the emotional reactions and personal travel motivations. With strategic placements secured by MG OMD across 500 UK locations, including digital billboards in Edinburgh, Cardiff, Manchester, and London’s Piccadilly Circus, the campaign aims for a profound engagement.
After its initial airing on Channel 4, the advertisement will expand to other networks such as ITV and Sky, with the outdoor campaign set to launch later in the month.
The “A British Original” campaign, a collaborative effort by British Airways, Uncommon Creative Studio, and MG OMD, previously clinched the Outdoor Grand Prix at the 2023 Cannes Lions for its innovative approach to exploring travel motivations beyond the standard business or leisure, celebrating the individuality of each traveler.
Continuing with the “A British Original” theme, British Airways celebrates uniqueness in its customer experience, from an onboard safety video that showcases Britain’s distinctive charm to menus emphasizing British origins and distinctive British elements throughout the travel experience, further emphasizing the airline’s commitment to originality at every customer touchpoint.
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