Happy jumper and friendly lemon extol BA

By Loulla-Mae Eleftheriou-Smith, campaignlive.co.uk, Wednesday, 24 October 2012 08:46AM

British Airways has released three TV ads selling its product benefits with slow motion close-ups and voiceovers describing a "friendly lemon", a "happy jumper" and a "relaxed trainer".

British Airways: latest ad campaign focuses on the services available on the airline

The ads, created by Bartle Bogle Hegarty (BBH), each use a single shot to focus on a lemon floating in a gin and tonic, a jumper falling in slow-motion into a suitcase, and a trainer lying underneath someone’s flight seat.

Each execution features a different pop song, from Baccara's 'Yes sir, I can boogie' to The Gunter Kallmann Chor's 'Daydream', while a voiceover explains how the different objects demonstrate the services available on BA flights, such as complimentary drinks and no baggage fees.

The ads aim to distance the carrier from no-frills airlines such as easyJet and Ryanair, and reinforce its "To fly, to serve" message.

BBH strategy director Ross Berthinussen and team director Mark Whiteside worked with creative directors Justin Moore and Hamish Pinnell on the ad.

The agency’s TV producers Natalie Parish and Michelle Kendrick also worked on the campaign, with strategic business lead Kier Mather. Rattling Stick was the production company involved, with director Sara Dulop and producer Stuart Bentham.

This article was first published on campaignlive.co.uk