British Airways "You make us fly" by Ogilvy & Team Horizon

BA has long sold itself as providing a service bookended by comfort and familiarity and the new campaign plays up to these qualities.

It features the rousing swells of Flower Duet from Delibes’ opera Lakme – the same music that has featured in its advertising for over 40 years and is still used as the airline’s boarding music. The ad features crew members from Captain Helen Wetton to ground operations lead Chelsea Rawlings, who – in a behind the scenes outtake – expresses his preference to be known as "the baton guy", who brings on the aircraft with "a bit of dancing, a bit of criss-crossing and star jumps".

The campaign was created by Tom Elliott-Mell and Jack Patrick, and directed by Andy McLeod through Rattling Stick.