Well you never get fired for delving politely into the old corporate history (as we used to think when embarking on another annual report) and unkind critics will say that Bartle Bogle Hegarty’s long-awaited brand campaign for British Airways took its brief from the chairman’s wife.
That’s a bit unkind of course and no doubt the campaign will develop. BBH has shown in the past and recent past that it’s good at telling a story (instance the Johnnie Walker campaign) and this for BA may be just a sighting shot, aired for the first time on Facebook.
Can BBH finally overcome the curse of the Saatchi brothers’ ‘The world’s favourite airline’ and, even before that, FCB’s ‘We take more care of you’?
It’s a tough call. Fasten your seatbelts…