Welcome to our 100 part series on the history of BA and its predecessor airlines.
Airlines commonly advertise promotional offers with enticing images of the destinations on offer and the associated prices in a large typeface.
This BA advert from 1994 doesn’t do that. Instead, the viewer is presented with a near post-apocalyptic vision. A man wakes up to find an empty home, no TV or radio services working, no rail services operating and empty streets as the entire city of London is deserted.
On first view, it is only at the end of the advert does the viewer have any clue as to what it is for (if you watch it back you’ll hear the sound of an aircraft taking off at around 11 seconds in).
To present the viewer with such an uncertain vision was a brave way of conveying the promotion that could otherwise have been done in a very ordinary and unremarkable way.
As well as a creative success, the campaign was considered a commercial success with an immediate increase in bookings as well as raising long term brand awareness.
More To Read From BA100:
- BA100: 26. British Airtours Flight 28M
- BA100: 27. Imperial Airways’ Silver Wing Service
- BA100: 28. BOAC Presents “Tomorrow Is Theirs”
- BA100: 29. Flight BA38
- BA100: 30. “Opportunities” (2009)
- BA100: 31. The Iberia Merger
- BA100: 32. The Landor Livery
- BA100: 33. Swift, Silent, Serene, The BOAC VC10
- BA100: 34. Flight BA149, The Last Flight To Kuwait
- BA100: 35. Project Utopia, The World Tailfins
- BA100: 36. The Friendly Independent, bmi British Midland
- BA100: 37. Gatwick “The Hub Without The Hubbub”
- BA100: 38. Competing Against Low-Cost Airlines
- BA100: 39. The Airbus A380 Aircraft
- BA100: 40. Not Everything Ages Well