Danny Kleinman directs BBH TV debut for BA

LONDON - Bartle Bogle Hegarty's first TV campaign for British Airways will feature clouds that morph into living creatures.

Several of the ads have been directed by Danny Kleinman. One spot is believed to show a passenger looking out of the window of a BA plane at a cloud that transforms into a dolphin.

However, there are doubts surrounding BBH's proposed endline: "upgrade to BA."  The strategy, with which BBH is understood to have won the BA pitch last autumn, is still in research. Insiders report that the Broadcast Advertising Clearance Centre has concerns about the validity of the strapline's claim. It is not known when the ads will break, as no media schedule has yet been put in place.

The TV work develops the theme of BBH's Christmas print work for BA. Last December, the agency created an ad in which a snowman formed from clouds shared the sky with a BA plane.

BBH won the £60m BA creative account last October in a pitch against the incumbent M&C Saatchi, DDB London and JWT. The decision to move the account to BBH ended BA's 23-year relationship with Maurice and Charles Saatchi. The airline was M&C Saatchi's founding client 10 years ago and the Saatchi brothers created the "world's favourite airline" tagline in 1982.

The account represented approximately 7% of M&C Saatchi's revenues in 2004 and it is estimated the loss will wipe £2.5m off the agency's pre-tax profits this year.

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