British Airways has released a new TV ad as part of it’s “To Fly. To Serve” campaign. The TV advert follows a customer journey using a ‘micro to macro’ style of filming. Footage shows close up shots of the intimate details of flying, panning to wide shots of the Boeing 787 Dreamliner in motion. It draws contrasts between them both, showing the care and thought that goes into every part of their journey. The end frame poignantly shows the British Airways logo being stitched into fabric, with the voiceover commenting ‘To Fly. To Serve. Today. Tomorrow.’ The campaign uses TV, cinema, press, digital, outdoor media and social media, and will run until October, in two different phases.
Transcript: To pioneer. To engineer. To innovate. To imagine. To Fly. To Serve. Today. Tomorrow.
The press and outdoor advertising showcases the innovative ways in which British Airways helps its customers, featuring its mobile boarding pass and digital bag tag, as well as its latest aircraft, the superjumbo A380.
A digital campaign coinciding with the launch of the Dreamliner 787 will start on 19 September, and again on 24 September for the A380 flight to Los Angeles. It invites social media users to ‘tweet’ a message using #racetheplane @British_Airways. Each tweet will fuel a virtual version of the aircraft, racing against the actual flight, with prizes to be won.
Abigail Comber, British Airways’ head of marketing, said: “We wanted to show travel and innovation at its best – the people behind the scenes, the attention to detail, our engineering prowess and the care and expertise to get 100,000 people in the air every day. It is beautifully crafted with a light-hearted tone and proudly features real people from around the airline.”
The To Fly To Serve campaign was developed at BBH London by creative director Hamish Pinnell, creative team Paul Yull and Adi Birkinshaw (TV), creative team Chris Clarke and Matt Moreland (print) agency producer (TV) Sam Robinson, assistant producer Katie Burkes, print producers Louisa Gray, Andrea Kenyon, Helen Johnson, Ali Power, strategic business lead Keir Mather, strategy director Anna Vogt, strategist Matt Hoban, team director Leonora Hopkins, team managers Matt Jones and Hannah Madden, team assistant Amy Crowe, working British Airways head of marketing Abigail Comber, head of brand development and engagement Hamish McVey, brand communications and media managers Stuart Mayo and Maria Krasilnikova
Filming was shot by director Martin Krejci via Stink with executive producer Blake Powell, producer Juliet Naylor, director of photography Anthony Dod Mantle. Post production was done at The Mill by lead Flame op Ben Turner. Editor was Tim Thornton Allan.
Sound was produced at Factory by Anthony Moore and Tom Joyce. The soundtrack is “Experience (Starkey Remix)” by Italian composer and pianist, Ludovico Einaudi, supervised at The Most Radicalist Black Sheep Music.
Photography was by Nadav Kander (Phase 1), Leandro Farina and Rick Guest (Phase 2).