British Airways launches new TV advert as part of its unique "A British Original" campaign with award-winning Director and renowned singer-songwriter

• British Airways is unveiling its latest TV advert, directed by Emmy award winner Miles Jay, and features music from Groove Armada’s front woman, Saint Saviour
• The new TV advert follows hot on the heels of British Airways’ Grand Prix at Cannes Lions for its "A British Original" campaign
• British Airways colleagues feature at the forefront of the campaign, in both the TV advert and out of home imagery, from flight crew, cabin crew, engagement centres to the airline’s head office
• The advert airs during tonight’s episode of "Gogglebox" (Friday March 15) followed by out of home later this month

British Airways unveiled a new outdoor campaign as part of its 'A British Original' positioning, celebrating the important journeys in life that help shape a customer’s future.

The next iteration of 'A British Original' launched earlier this month with a new brand film directed by Emmy Award winner and Grammy nominee, Miles Jay set to a soundtrack from lead vocalist of Groove Armada, Saint Saviour.

The new outdoor series titled 'Windows' follows this film - both of which hero the airline’s colleagues featuring them front and centre in both the film and outdoor.

The outdoor imagery captures 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.

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.”

I am quite impressed by the usage of visual grammar by British Airways and Uncommon Creative Studio to personify storytelling. This bold approach works for powerful brands with established awareness in the market— they can afford to say or write nothing, but literally everything at the same time.

About the featured British Airways Staff
​
Throughout the campaign, the airline uses its people to help tell its story. Cabin crew colleagues Jayne Deasy, Taz Malik, Harriet Evans and Alyssa Himpson, as well as Helen Colaluca and Ryan Irwin from the airline’s pilot crew community, all take starring roles in the TV advert. Viewers will see Jayne as the first cabin crew colleague to give a warm welcome to the baby onboard, followed by Taz who helps settle her in for her first flight. Six colleagues also feature in the OOH images, who each have a unique story to tell, including Helen Stokes from its Customer Care team in Newcastle and Josh Baker who is based at the airline’s head office.

About Miles Jay

Miles Jay is an award-winning Canadian filmmaker and film composer whose work includes large-scale adverts, including the Super Bowl and music videos. He won an Emmy Award in 2018 for his work on a Squarespace advertisement featuring actor John Malkovich and was nominated for a Grammy Award for his work on Leon Bridges' "River" music video. He was nominated for Best Commercial Director at the Directors Guild of America Awards in 2016 and 2018.

About Saint Saviour

Saint Saviour is a singer-songwriter from Teesside in the Northeast of England, now living in Bermondsey, London. She has released three albums to critical acclaim and toured the world both solo and as front woman for Groove Armada. As a composer she has soundtracked multiple TV shows and films including Killing Eve (BBC), Seahorse (BBC), The Young Pope (HBO), Mr Robot (Netflix) and Elite (Netflix).