GALLERY 04: British Airways - Flat Bed

A bed in the middle of Times Square to advertise air travel sounds strange, but it works. The idea of falling into a deep slumber in a city and waking up in another without focusing on the aircraft is an appealing one, bearing in mind recent aircraft history. Hats off to the producer for turning down the lights in the city that never sleeps. Manhattan's Times Square was shrouded in darkness for the first time in its bright history, thanks to a 250-strong crew and the cooperation of 150 yellow cabs, who dimmed their lights in unison.

Product/client: BA

Agency: M&C Saatchi

36 Golden Square

London W1R 4EE


T: +44 207 543 4500

F: +44 207 544 3635

Creative Director: James Brook-Partridge

Art Director: Will Bates

Writer: Duncan Timms

Production company: Another Film Co.

1 Wedgewood Mews

12-13 Greek Street

London W1D 4BA


T: +44 20 7479 4133

F: +020 74794144

Director: Steve Reeves

Producer: Tim Marshall

Director of Photography: Ray Coates

Post-production company: Framestore CFC

9 Noel St

London W1V 4AL


T: +44 20 7208 2600

F: +44 20 7208 2626


Editor: Scott Crane; The Quarry

Flame Artist: Ollie Bersey

Sound Design: Parv Thind; Wave