- British Airways has launched its latest US brand campaign across New York and Los Angeles
- The creative is directed by Emmy award winner Miles Jay, and features music from Groove Armada’s front woman, Saint Saviour
- The new campaign 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, from flight crew, cabin crew, engagement centres to the airline’s head office
August 27, 2024, New York - British Airways has this week unveiled its latest US brand campaign as part of its “A British Original” positioning, celebrating the important journeys in life that help shape a customer's future.
British Airways worked with its agency, Uncommon Creative Studio, to develop the concept, which launched across the UK in March, and has already resonated with many. In order to bring the campaign to life, the airline and its creative agency appointed Emmy Award winner and Grammy nominee, Miles Jay, as its film director. In addition, front woman of Groove Armada, Saint Saviour, curated the music. Built of acoustic tones and subtle vocals, the music carries viewers on an emotional journey, evoking those feelings of nostalgia for travel with loved ones.
Building on the creative concept of journeys shaping customers’ futures, the creative tells the story of a baby dreaming of all the experiences she may have ahead as she embarks on her first trip with British Airways. It shows poignant moments in her future, recognising that a path in life can be inspired by each and every journey taken.
Calum Laming, British Airways’ Chief Customer Officer, said: “It’s incredibly exciting to be launching this campaign in the US, a very important market for British Airways and where we proudly fly from 26 cities direct to London. The campaign is all about celebrating our amazing colleagues and showing how original journeys can shape your future in life. We worked with an award-winning director and renowned singer-songwriter to create the concept, which has proved hugely popular in the UK and we’re delighted to be bringing it to US audiences.”
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.”
The US campaign captures the wonder on customers’ faces when they look out of an aircraft window and onto the world from 35,000ft. The creative heroes the airline’s colleagues and 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 online placements in New York and Los Angeles.
Since the launch of its "A British Original" positioning, the airline has continued to champion originality throughout its customer experience. From its latest period-drama themed onboard safety video, to its menus with a focus on British provenance, and uniquely British elements on the ground as well as in the air, the airline continues to hero originality throughout every step of the customer journey.
The new campaign can be watched here.
NOTES TO EDITORS
About the featured colleagues
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 video. 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.
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).
