Uncommon Creative Studio has added to the prodigious number of assets in its A British Original platform for British Airways, this time a TVC directed by Emmy award winner, Miles Jay, with music curated by Groove Armada’s front woman and singer-songwriter, Saint Saviour. The new advert celebrates the important journeys in life that help shape a customer’s future.
It follows hot on the heels of British Airways’ Grand Prix at Cannes Lions for its British Original campaign, that encompassed over 500 unique print, digital and outdoor executions and over 32 different short films all running over the course of a month.
The commercial builds on the creative concept of journeys shaping customers’ futures, telling the story of a baby dreaming of all the experiences she may have ahead as she embarks on her first trip with British Airways. It shows poignant moments in her future, recognising that a path in life can be inspired by each and every journey taken. The film’s music, built of acoustic tones and subtle vocals, gives the emotional pull, evoking feelings of nostalgia for travel with loved ones.
The spot also features British Airways colleagues at the forefront of the campaign, in both the TV advert and out of home imagery, from flight crew, cabin crew, engagement centres to the airline’s head office. It aired during Gogglebox on Friday March 15, before extending across ITV and Sky. OOH will follow later this month.
Calum Laming, British Airways chief customer officer, stated, “When it came to creating this advert and campaign, we knew we had to work with some of the best talent. As well as celebrating our amazing people throughout the advert and out of home, we worked with an incredible award-winning director and renowned singer-songwriter to really bring the concept of original journeys shaping your future in life.”
Lucy Jameson, co-founder at Uncommon, added, “We are so proud to share the next iteration of A British Original working with our incredible partners. The work showcases the many journeys British Airways takes us on and the role they play in shaping our lives and who we become.”
Miles Jay concluded, “Travel awakens who we are. I loved the construct of a coming-of-age story told through the dreams of a sleeping newborn on its first flight. This film shows the beauty of flying and how it puts us out into the world to reveal to ourselves who we are with a touch of British charm that is uniquely British Airways.”
Where A British Original began:
Credits:
Client: British Airways
Creative Studio: Uncommon Creative Studio
Production Company: Smuggler
Director: Miles Jay
DOP: Robbie Ryan
Producer: Gustav Geldenhuys
Executive Producer: Lucy Kelly
Editing: Work Editorial
Editor: Ben Jordan
Edit Assist: Jack Moore
Producer: Frankie Elster
Music Track: I Remember – Artist: Saint Saviour
Producer: Bill Ryder-Jones
Music Supervision: Neil Athale @ Soundtree
Sound: Soundtree
Sound Design & Mix: Jack Patterson & Henning Knoepfel
Producer: Neil Athale
Post-production: Time Based Arts
Colourists: Company 3, Greg Fisher, Yoomin Lee
VFX: Ollie Ramsey
Producesr: Jo Gutteridge, Josh Robinson
Grade Producers: Ellora Sorret, Kerri Aungle
