British Airways is looking to create a ‘halo’ effect from its new First
Class TV advertising to reinforce its credentials as the leading
innovator of the airline business.
Its hope is that the 20-second commercial breaking next Monday through
M&C Saatchi will strike a chord beyond the core target of top-fare-
The principal aim of the advertising is to promote what BA claims is a
unique First Class service that gives passengers their own small-space
private cabins. The airline drafted in a yacht designer to create a
special First Class seat that can be converted into part of a meeting
area or a bed. The service is currently available on 25 per cent of BA
long-haul flights and will be extended to all of them by the end of the
But Tim Duffy, the agency’s board account director on the business,
said: ‘One of the reasons that we’re keen to advertise this service is
that it speaks volumes for BA’s boldness and innovation.’
The new film develops the imagery currently being used in BA’s Club
World campaign in which a sleepy passenger turns into a baby being
cradled in a mother’s arms and a businessman is transformed into a
In the latest commercial - shot mostly on Lake Powell in Utah - a First
Class flier dreams of being in a drifting rowing boat. It was written by
Nick Drummond, art directed by Martin Casson and directed by Anthony
Easton through Stark Films.
The film, part of a pounds 100 million global advertising spend
earmarked for 1996 and 1997, will be screened initially in London and
the South east.