The ad, created by Euro RSCG, follows a businessman on trips to Egypt, America, Jordon and Russia.
But instead of visiting the tourist sites, the lonely businessman stays in anonymous hotel rooms with depressing views of motorways and car parks.
During the ad, he talks to a loved one on the phone who is oblivious to the unglamorous nature of business travel.
The spot concludes by featuring the man enjoying the comfort of the bmi business cabin, and introduces the new strapline: "Enjoy some mi time with bmi".
Project BMI "My time"
Client Andrew Dufty, general manager, marketing, bmi
Brief BMI time equals quality time
Creative agency Euro RSCG
Writer Olly Caporn
Art director Justin Hooper
Planner Alice Schaffer
Media agency PHD
Media planner Hugh Griffiths
Production company Partizan
Director Paul Goldman
Editor Adam Spivey at Speade
Post-production The Moving Picture Company
Audio post-production 750mph, music at Aardvark
Exposure National and digital multi-channel TV, press and radio
The airline bmi has launched the next stage of its "bmi time" strategy with a TV campaign that focuses on the realities of business travel.