Last weekend, British Airways launched its first major UK TV advertising campaign in over a year with a return to the theme of “To Fly. To Serve.”
The advertisement, created by Bartle Bogle Hegarty, follows a single customer journey from the airport to on board a Boeing 787 aircraft. The advertisement, which is certainly very slick, uses a “micro to macro” style of filming, featuring close up shots of the details of flying, panning to wide shots of the aircraft in motion.
The film is directed by Martin Krejci, with cinematography from Anthony Dod Mantle and features the soundtrack “Experience” (Starkey Remix), by Ludovico Einaudi.
Like the previous “Aviators” advertisement under the theme of “To Fly. To Serve.” the ad focuses on the “masculine” aspects of aviation with the “hardware” of air travel featuring prominently. This is in contrast to the heavily reliance on non-aviation imagery in previous BA ads. Furthermore, airline staff are largely absent. It is interesting to compare this to Singapore Airlines’ current “The Lengths We Go To” campaign.
It is also noteworthy that the advertisement features many references such as Troika’s Cloud installation and the Terminal 5 lounge horse lamps, that may not be picked up by non-BA flyers.
The ad will also run in the United States, South Africa and India and is supported by a dedicated microsite and print media campaign.