Here we are then – BBH’s long-awaited new campaign for British Airways

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…

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.


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    Nice advert, I like the ‘building on heritage’, a different twist on Virgin’s nostalgic-to-present-day advert. Only one problem as I can see it BA = Male and White then? (That’s pilots and customers)

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    well what a load of self-congratulatory tosh that ad is.
    does anyone care about BA’s majestic past other than BA?

    if only they had more concord in it. at least it was cool. the end shot where it soars over the top, you just think, wow it was beautiful, i miss concord.

    otherwise, for me, this is meaningless guff that is so po-faced in comparison to Virgin’s cracking 25th ad.

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    HaHa EasyJet lapping this up 🙂

    To Fly. To Save.

    “When we launched 15 years ago, those four words summed up what we believed in. And they still do. We don’t need to paint them on our tailfins, like some advertising slogan. That would just be a waste of your money.”

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    cant quite believe i misspelled concorde – what a gonk.