British Airways’ latest ‘To Fly. To Serve’
advertising campaign launches on television in New York this week and Los Angeles from next week, however customers can also view it on the airline’s official Facebook site Facebook.com/britishairways
The TV ad follows a customer journey using a ‘micro to macro’ style of filming, showing 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.’
John McDonald, British Airways’ Vice President Marketing Americas, said,
“We’re really pleased that we can showcase our latest campaign in the US
market. It’s a beautifully made spot that highlights the essential
ingredients that help us deliver a wonderful customer experience to over
100,000 customers a day – attention to detail, investment in product and
service, engineering prowess and a focus on innovation to improve every
aspect of the customer journey”.
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.