Moving new British Airways ad builds on “British Original” theme

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British Airways has kicked-off its latest TV advert and brand campaign as part of its “A British Original” positioning, celebrating the important journeys in life that help shape a customer’s future.

British Airways worked with its agency, Uncommon Creative Studio, to develop the concept that it believes will resonate with many.

In order to bring the campaign to life, the airline and its creative agency appointed Emmy Award winner and Grammy nominee, Miles Jay, as its film director.

British Airways with Groove Armada

In addition, front woman of Groove Armada, Saint Saviour, curated the music. Built of acoustic tones and subtle vocals, the music carries viewers on an emotional journey, evoking those feelings of nostalgia for travel with loved ones.

Building on the creative concept of journeys shaping customers’ futures, the advert tells the story of a baby dreaming of all the experiences she may have ahead as she embarks on her first trip with British Airways.

It shows poignant moments in her future, recognising that a path in life can be inspired by each and every journey taken.

The advert, which made its television debut during one of the “Gogglebox” advert breaks on Friday 15 March, heroes the airline’s colleagues who feature in both the TV advert and out of home (OOH) imagery.

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 OOH images capture the wonder on customers’ faces when they look out of an aircraft window and onto the world from 35,000ft.

This concept plays on the idea that customers usually take photographs from their seat out of the aircraft window, but instead, reversing the camera and spotlighting customers’ emotions as they look onto their destination, can give a deeper insight into their unique stories and original reasons for travel.

British Airways’ strategic media buying agency, MG OMD, worked to carefully secure the 500 sites that the 11 prints will be displayed on throughout the UK, including digital billboards at Edinburgh, Cardiff, Manchester and Piccadilly Circus in Central London.

Following its debut in one of the hit Channel 4 TV show’s breaks, the advert will then roll out across channels including ITV and Sky in the coming days, and the outdoor series will launch later this month.

Last year, British Airways alongside its partners Uncommon Creative Studio and MG OMD, took home the Outdoor Grand Prix at the Cannes Lions 2023 for its work launching “A British Original” in 2022.

The campaign focused on the common question travellers are frequently asked when they land in a new destination: ‘What is the purpose of your visit?’ but instead of ticking the standard boxes of ‘business’ or ‘leisure’, viewers see more meaningful and relatable answers for travel celebrating each original reason, showing that British Airways recognises each of its customers as individuals.

Since the launch of “A British Original”, the airline has continued to champion originality throughout its customer experience. From its onboard safety video showcasing everything that makes Britain unique, to its menus with a focus on British provenance, and uniquely British elements on the ground as well as in the air, the airline continues to hero originality throughout every step of the customer journey.