As much as I’m sometimes not thrilled with the flights I take with British Airways, their marketing is brilliant. Perhaps my favorite such example is British Airways’ “Visit Mum” campaign from 2013, which made me cry:
I just watched it again (for maybe the hundredth time), and my eyes were watery again. It’s touching and brilliant, and creates such a positive perception of the brand without even feeling like an advertisement. Because it’s not the airline’s services as such that they’re advertising, but rather that you should visit your mom. And then once you’re watery-eyed they gently remind you that British Airways probably flies to mom. 😉
Well, British Airways is back with another ad campaign, once again focused on India. It’s called “British Airways: Fuelled My Love,” and here’s the description:
Our journey in India began in 1924. We’ve grown together, soared great heights and touched the skies. Yet the bond grows stronger. See how a British Airways crew member falls in love with India and forms a deep bond with India that is #fuelledbylove.
Here’s the video:
Now, any British Airways video involving India has huge shoes to fill after the “Visit Mum” campaign, so I came in skeptical. While the ad isn’t quite to the level of the “Visit Mum” one, it’s still absolutely lovely. It feels a bit more staged than the previous video, but it still manages to have a genuine message, and you’ll probably either laugh or cry during the video, or probably both.
Fundamentally the beauty of airlines isn’t that they offer flat beds or caviar & champagne, but rather that they connect people around the world. People with different stories, circumstances, and backgrounds. Kudos to any airline which can capture that in an ad as brilliantly as British Airways does.
(Tip of the hat to @livingfire83)