British Airways Launches Enchanting New Ad in “A British Original” Campaign

Directed by Miles Jay with music by Saint Saviour, British Airways' new TV advert celebrates life's journey, featuring during "Gogglebox." It follows the brand's Cannes Lions win.

British Airways Unveils Heartwarming TV Advert with A-List Talents

In a move that underscores its commitment to celebrating life's significant journeys, British Airways has introduced a new TV advert as part of its acclaimed “A British Original” campaign. The advert, directed by Emmy award-winner Miles Jay and featuring music from Groove Armada's Saint Saviour, showcases the airline's dedication to offering unique travel experiences that contribute to shaping customers' futures.

The advert premiered during the popular TV show "Gogglebox" on Friday, March 15, and is part of a broader campaign that recently earned British Airways the Grand Prix at Cannes Lions. It spotlights the airline's colleagues from various departments, emphasizing the people behind the exceptional service British Airways is known for.

Calum Laming, British Airways’ Chief Customer Officer, highlighted the collaboration with top-tier talents to ensure the campaign resonates deeply with viewers. The advert narrates a compelling coming-of-age story through the dreams of a newborn on her first flight, exploring how travel influences personal growth and identity.

Lucy Jameson, Co-founder at Uncommon Creative Studio, expressed pride in the campaign's evolution, emphasizing the profound impact of travel experiences offered by British Airways on individuals' lives. Miles Jay, the creative force behind the advert, reflected on the concept of travel as a journey of self-discovery, enhanced by the unique British charm that characterizes British Airways.

In addition to the TV advert, the campaign includes captivating out-of-home (OOH) imagery, set to launch later this month. These images aim to capture the wonder and emotion of customers as they gaze out of the aircraft window, reversing the typical perspective to highlight the passengers' experiences and reasons for travel. The strategic media placements across the UK, including digital billboards in key cities, are designed to maximize the campaign's reach and impact.

Following its debut on "Gogglebox," the advert will be broadcast across various channels, including ITV and Sky, further expanding the campaign's visibility. This initiative builds on the success of the "A British Original" campaign, which has been recognized for its innovative approach to exploring the personal motivations behind travel, reinforcing British Airways' position as a carrier that values individuality and the unique stories of its passengers.

As British Airways continues to champion originality across all customer touchpoints, the airline remains focused on delivering an unparalleled travel experience that celebrates the diversity and individuality of its passengers, from the moment they book their flight to their arrival at their destination.