Say what you like about the new British Airways campaign, it’s proper advertising

As this film shows, agency Bartle Bogle Hegarty has gone to town to make sure its tour d’horizon around British Airways is accurate to the last collar stud.

Does this actually matter if the reason to buy remains a bit unclear?

Well, for BA anyway, which has taken a pummelling in recent years, often as a consequence of its own actions, it probably does. The airline clearly needed to show some class and style. And follow-ups, like the press ad with the child who was born on a plane and was then given a free flight to Australia 18 years later (before cost-cutting Willie Walsh took over, mind) are classy too.

At some point the campaign will need to engage with price and value. But you have to acknowledge that BBH, ridiculed for years for being seemingly unable to produce a BA campaign, has answered its critics in resounding style.

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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.