British Airways is changing the direction of its high-profile World
Offers campaign in an effort to boost passenger numbers in the last year
of the millennium.
M&C Saatchi has produced the television, press and poster initiative
under the theme: ’The next millennium is coming. Take a last look at
The message is underscored in a 30-second commercial featuring
unexpected alterations to a series of familiar sights. Grass grows
around the pyramids and the Eiffel Tower gets converted into the world’s
At the same time, a farmer wearing a patterned wool jumper is surrounded
by sheep bearing coats in the same pattern.
The new advertising marks a significant change to the familiar ’Where is
everybody?’ campaign. It was written by Merlin Sinclair, art directed by
Justin Bussell and directed by Graham Fink through Paul Weiland Films.
Media buying is handled by Optimedia.
Sue Zerk, a BA executive, said: ’’Where is everybody?’ is highly
successful but, since it is the last year of the millennium, we wanted
to give this new campaign a topical twist.’ The advertising, which will
run for three weeks, will also include a 96-sheet poster in London’s
BA last refreshed its World Offers campaign at the beginning of 1998
with a series of quick-cut animated films.