As part of their ‘A British Original’ brand campaign, British Airways has released a new TV advert with Emmy award-winning Canadian director, Miles jay and renowned songwriter Saint Saviour from the group Groove Armada.
On Friday (March 15, 2024), British Airways announced the launch of a new television advert created in partnership with Emmy award-winning Canadian director, Miles Jay, and featuring music curated by famed songwriter Saint Savior from the group Groove Armada. The ‘A British Original’ campaign features British Airways colleagues, from flight crew, and cabin crew to engagement centres and the airline’s head office. Starting tonight (Friday March 15th), the advert will debut during an episode of ‘Gogglebox’ on Channel 4. Working closely with their agency of record, Uncommon Creative Studios, British Airways believes the new campaign will resonate with many.
In Friday’s announcement, British Airways’ Chief Customer Officer, Calum Laming, 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.”
Also commenting on the advertising collaboration, Uncommon Creative Studio’s Co-Founder, Lucy Jameson, 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.”
The advert’s director, award-winning filmmaker Miles Jay, added,
“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 new TV spot tells the story of a baby dreaming of all the experience she may have in the future, as she embarks on her first trip with British Airways. It features poignant moments in her future, recognizing that the direction in life can be inspired by every journey taken.
British Airways' Latest 'A British Original' TV Advert - Courtesy British Airways
As part of the ‘A British Original Campaign, the out of home (OOH) images capture the wonder on customer’s faces as they peer out of an aircraft window at 35,000 feet. British Airways’ strategic media buying agency, MG OMD, worked to carefully secure the 500 sites that the 11 prints that will be on display across the UK, including digital billboards at Edinburgh, Cardiff, Manchester, and Picadilly Circus in Central London. Following tonight’s debut during Channel 4’s ‘Gogglebox’, the TV advert will roll out across various channels, including ITV and Sky in the coming days, while the outdoor series will launch later this month.
Source: British Airways