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The spot follows press work for the carrier released last week. The TV ad relates the experience of short haul from the per­spective of passengers’ belongings, such as a jumper and a trainer.

Abigail Comber, British Airways’ head of brands and marketing, said: "We wanted to keep the tone light and engaging."

The spot was devised by Justin Moore and Hamish Pinnell. It was directed by Sara Dunlop through Rattling Stick.

The digital strategy and delivery were co-ordinated by The 12th Floor, and ZenithOptimedia handled the media buying. Post-production was overseen by The Mill.

This article was first published on Campaign Work

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