BrandArena: British Airways’ Unveils ‘To Fly. To Serve’ Advertising Campaign

Friday 6 September 2013

British Airways’ Unveils ‘To Fly. To Serve’ Advertising Campaign

British Airways’ latest ‘To Fly. To Serve’ advertising campaign, will be unveiled during the ‘England versus Moldova’ World Cup qualifier on ITV, Friday 6 September. However customers can have a sneak preview at 11am on the airline’s official Facebook site –
The TV advert follows a customer journey using a ‘micro to macro’ style of filming, the footage shows close up shots of the intimate details of flying, panning to wide shots of the aircraft 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.’

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 campaign uses TV, cinema, press, digital, outdoor media and social media, and will run until October, in two different phases.

The film is directed by Martin Krejci, with cinematography from Anthony Dod Mantle, who won an Oscar for his involvement in Slumdog Millionaire. It features a vibrant soundtrack ‘Experience’ (Starkey Remix), by the acclaimed Italian composer and pianist, Ludovico Einaudi. Created by BBH,the TV advert will also run in a number of the airline’s international markets, including USA and India - for the first time in seven years.

 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.

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