American Airlines is targeting business travellers with a new poster campaign through BMP DDB.
The campaign revolves around a single image of a solitary sardine lying in a tin and carries the strapline: 'Now, more space in business class.'
The airline recently removed some seats from business class cabins throughout the fleet in order to give passengers more space.
The campaign, which breaks next week, will run on 96-sheet posters, tube cards and postcards.
Kim DePaolis, marketing manager for Europe at American Airlines, said: 'The number one request from our customers is consistently for more room. Our new advertising campaign invites them to kick back, relax and stretch their fins in American's business class cabin.'
The work follows the airline's TV campaign, which used the 'The American state at 35,000 feet' line.
The posters were written by Tim Charlesworth and art directed by Michael Kaplan. Photography is by Fabrizio Coppi and Lucella Barberi. Media planning and buying is through OMD UK.