British Airways used its new Google+ site as part of its media portfolio to launch the airline's next 'To Fly. To Serve' television ad on February 9, 2012
The advert, known as ‘The Race’ launched on Facebook followed by Google+ before making its TV debut during Coronation Street that evening. It will be accompanied online with a ‘making of’ video known as ‘The team behind the ad’.
Outdoor, print and online adverts will also form part of the campaign. The print executions launched on Friday, February 10 across a range of national and online media. Taking a London 2012 theme, the fact-based adverts give a sense of scale of the British Airways operation.
The 60-second TV ad takes a light-hearted look at the build-up to the London 2012 Olympic and Paralympic Games through the eyes of a little girl whose British bag is racing against luggage from other nations to make it to the arrivals hall first. British Airways is the official airline partner of the London 2012 Olympic Games and Paralympic Games
The little girl is played by four year-old Magdalene Mountford. The voiceover is by veteran sports presenter Jim Rosenthal. The TV advert features British Airways staff including baggage handlers, customer service agents and cabin crew.
One of the print ads advises the reader that in 2012 British Airways cabin crew will serve three Olympic size swimming pools worth of tea. Another describes how British Airways engineers will fit enough cable on board to lap an Olympic track 80 times in 2012. A third tells readers that British Airways in 2012 will welcome on board enough customers to fill 400 London Olympic Stadiums.
There is also one execution that echoes the TV ad simply featuring a gold medal emblazoned with the airline’s To Fly. To Serve. Coat of Arms and the end line ‘2012. We’re ready’.
Abigail Comber, British Airways’ head of brands and marketing, said: “This campaign builds on our ‘To Fly. To Serve.’ promise. We have an amazing team at British Airways who work to deliver hundreds of flights a day, all over the world.
“Each team from check-in, baggage handling and ‘dispatch’, through catering and on to the flight and cabin crew effectively hands the baton on and it’s that team spirit combined with the sheer scale of the British Airways operation that we wanted to convey.”
Agency: BBH London
BBH Creative Team: Matt Moreland & Chris Clarke
BBH Creative Director: Justin Moore & Hamish Pinnell
BBH Producer: Natalie Parish
BBH Assistant Producer: Genevieve Sheppard
BBH Team Manager: Natalie Hellon
BBH Team Director: Mark Whiteside
BBH Strategy Director: Ross Berthinussen
BBH Strategic Business Lead: Keir Mather
Production Company: Moxie Pictures
Director: Neil Gorringe
Producer: Charlotte Woodhead
DoP: Tom Townend
Post Production: Pete at The Mill
Editor/Editing House: James Rosen at Final Cut
Sound: Nick Angell/Crawford at Angell Sound