British Airways’ First Ad Since 2019 Puts Its People and Customers at the Centre
Created by Ogilvy UK and directed by Rattling Stick’s Andy McLeod, the optimistic spot stars the airline’s employees and customers
After one of the worst years in aviation history, British Airways has launched a new advertising campaign, putting its people and customers at the centre of the story about its return to the skies.
‘You Make Us Fly’, which is the first TV advert since ‘A Love Letter to Britain’ to mark airline’s centenary in 2019, was shared first with its colleagues and then on the airline’s social media channels. The 60-second ad was created by Ogilvy UK and directed by Andy McLeod through Rattling Stick. It will air for the first time on TV on Friday May 7th around Gogglebox, followed by Premier League football matches and F1 being shown live on Sky Sports over the weekend.
The campaign features the airline’s own people, all of whom volunteered to feature in the advert that has been designed to have an uplifting feeling and remind customers that they are at the heart of British Airways. The ad showcases the airline’s staff proudly making their way back to work with a very British sense of urgency, to do what they love most, caring for customers.
Introducing the campaign at an online launch event, Hamish McVey, head of brands & marketing at British Airways acknowledged: “It's been an incredibly tough year for both our nation and for our industry. Flying has been limited. We've had lockdowns, we've had closed borders. And we know that families and loved ones have been separated as a result. We also know that all of our colleagues across the business have been missing doing what they do best, which is caring for our customers.
“We've had to do a lot as an airline to adapt. We've had to reshape how we fly and where we fly. We've done a lot of work in the customer experience to evolve it. And we'll keep implementing new measures to make sure we're looking after our customers' safety and wellbeing. We also know that as people come back to flying, many haven't flown for quite a long time so it may feel a bit foreign for them. And yeah, flying is something that a lot of us have taken for granted in the past, so we want our customers to know that we're there for them and that they can feel reassured they're in safe hands when they choose to fly with British Airways.
“So the purpose of our new campaign is to remind our customers that they're very much the heart of our airline. They're the reason for our existence, and they drive many of the decisions that we make. And ultimately, it's what motivates all of us to get out of bed in the morning.”
Sean Doyle, British Airways’ chairman and CEO, said: "There is a sense of huge anticipation from colleagues across the airline who are preparing to return to work after a very difficult year. The story illustrates the pride that our people tell me they’re feeling at the thought of seeing our planes in the sky once again and having the opportunity to welcome and serve our customers, to reunite them with their friends and relatives. The excitement is palpable.”
Helen Wetton, British Airways’ 777 Captain and the first colleague to feature in the advert, said: “I am tremendously proud to have been involved in creating this advert with British Airways. I played my own role as a female Captain who springs out of bed and races to get to work. I am so excited to get back to doing what I love and flying our customers around the world again, when the time is right.”
Jules Chalkley, Ogilvy UK’s Chief Executive Creative Director said: “The creative platform was inspired by the very people who make British Airways a world class brand; the pilots, the cabin crew, the engineers, the ground team – everyone.
“Our creative tells the world: ‘You Make Us Fly’. When you talk to the British Airways team, this love for their passengers is their first thought, the reason they get out of bed in the morning. The whole platform is a celebration of that passion as we see British Airways colleagues getting back to doing what they do best and the thing they love so much; looking after people. It also brings a surge of excitement and sense of possibility on the cusp of a hugely important time for us all.”
The music that plays throughout the advert is Flower Duet from Delibes’ opera Lakme, which first featured in British Airways’ advertising over 40 years ago and is still proudly used as the airline’s boarding music.
A behind the scenes video of the advert being filmed featuring interviews with the airline’s staff can also be viewed here:
British Airways has introduced a number of measures at the airport and on board to look after the safety and wellbeing of its customers and crew. These include social distancing measures, the wearing of face masks and hand sanitiser stations. Prior to travel customers will also receive details of how they can prepare for their next flight.
The airline is cleaning all key surfaces including seats, screens, seat buckles and tray tables after every flight and each aircraft is completely cleaned from nose to tail every day. The air on all British Airways flights is fully recycled once every two to three minutes through HEPA filters, which remove microscopic bacteria and virus clusters with over 99.9% efficiency, equivalent to hospital operating theatre standards.
Customers booking with British Airways can do so with absolute confidence, thanks to the airline’s flexible booking policy. Customers are able to exchange their booking for a voucher or move their dates without incurring a change fee if their plans change. British Airways Holidays’ customers also have access to a range of additional flexible booking options, as part of the company’s Customer Promise, including securing a holiday with a deposit from just £60pp.
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Brand: British Airways
Director of Brand & Customer Experience: Tom Stevens
Head of Brand & Marketing: Hamish McVey
Global Campaigns & Content Manager: Kathryn Marriott
Global Communications Lead Manager (Brand): Shivani Arora
Campaign Manager: Beyza Aydin
Global Content Manager: Daniel Taylor
Agency: WPP Team Horizon, comprised of teams from Ogilvy, Wavemaker & Hogarth
Chief Creative Officer - Andre (Dede) Laurentino
Chief Executive Creative Director: Jules Chalkley
Deputy Executive Creative Director: Sam Cartmell
Senior Creative: Tom Elliott-Mell
Senior Creative: Jack Patrick
Creative: Lily James
Creative: Naomi Nicholl
WPP Horizon Lead: Craig Burleigh
Managing Partner: Josh Harris
Business Director: Kerry Capps
Account Director: Julia Pensabene
Senior Account Manager: Benaisha Mehta
Executive: Ellie Tytler
Strategy Partner: Kris Flemington
Strategy Director: Bianca Novaes
Group Programme Director: Charles Frowen
Project Director: Lily Greenwood
Design ECD: Dave Towers
Senior Designer: Amy Gordon
Design: Dom Flaherty
Head of Moving Image: James Brook-Partridge
Executive Producer: Sally Miller
Production Assistant: Kay Riley
General Manager: Grashyna Jurkiewicz
Business Director: Sam Fielder
Account Director: Megan Raisbeck
Account Manager: Anna Driscoll
Strategy Director: Robert Pryor
Precision Partner: Katy Bonheim
Precision Director, Programmatic: Stav Physicos
Precision Director, Programmatic: Terez Berry
Precision Executive, Programmatic: Adam Hone
Precision Director, Social: Raluca Mainea
Mead Lead, AV: Chris Bell
Media Director, AV: Thomas Haynes
Head of Investment: James Rutherford
Kinetic Account Manager: Ellie Gray
Head of Kinetic: James Byard
Production Company: Rattling Stick
Director: Andy McLeod
Executive Producer: Stuart Bentham
Production Manager: Andrea Harvey
Director of Photography: Stephen Keith Roach
Editor: Eve Ashwell (The Assembly Rooms)
Sound & Music
Music: “The Flower Duet”
Composer: James Radford and Leo Delibes
Music Arranged By: James Radford
Music Company: Radford Music
Music Supervisor: James Radford
Sound Engineer: Parv Thind (Wave)
Sound Producer: Rebecca Boswell (WAVE)
Ogilvy UK, Thu, 06 May 2021 16:00:34 GMT
Post Production: No8
Producer: Charlotte Shearsmith
VFX Supervisor: Jim Allen
Colourist: George G (Black Kite)