British Airways is flagging up radical changes to its short-haul air fares with its new "clouds" TV campaign, as it battles with a number of low-cost airlines to maintain its market share. Directed by Danny Kleinman, the ad is the first TV work to come from Bartle Bogle Hegarty since the agency won the BA account in October last year. The 40-second commercial aims to stress the magic of flying and the standard of service that is the hallmark of BA. It opens in the clouds outside a BA plane. As a boy with his face pressed to the window watches them, they begin to form into dolphins jumping in and out of waves. While he stares, a stewardess places a small toy dolphin on his seat without him seeing. A voiceover describes BA's new product benefits, including one-way all-inclusive tickets starting from £29; a new facility whereby travellers can change flights up to midnight before the day of departure and price cuts on flights to 65 destinations.