Pick of the week: British Airways gives a masterclass on how to do tactical advertising

British Airways, which has been quiet for far too long, runs an outstanding ad through Ogilvy UK, possibly winning the tournament.

British Airways
British Airways

While not quite matching England’s 52 years of hurt, it seems a very long time indeed since BA produced any creative work that is deserving of its long and distinguished advertising history. And then it quickly turns around this outstanding little piece of communications that is subtle (check out the little details), funny and clever and strikes exactly the right chord without being awkward or opportunistic. Breaking on social channels before England’s quarter-final thriller against Sweden and then appearing in print and outdoor, this is a belter of a tactical ad and hopefully promises much for BA’s relationship with its (relatively) new agency.

Client: British Airways
Agency: Ogilvy UK
Creatives: Martha Riley, Tom Hadden, Morgan Hinds-Shorland
Production company: Hogarth