19 June 2012 - 12:04pm | posted by | 5 comments

British Airways Olympics ad tells Brits not to fly during London 2012

British Airways has launched a new tongue-in-cheek London 2012 ad campaign urging Brits not to fly during the Olympics.

A new TV ad, created by BBH and soundtracked by The Clash's London Calling, encourages the nation to stay at home and cheer on British Olympians instead of going on holiday during the Games.

It shows an aircraft taxiing through London's roads on the way to the Olympic Park, before ending with the line: "Don’t Fly. Support Team GB and ParalympicsGB".

The airline says it created the ad after carrying out research that showed thousands of Brits have juggled holiday plans to be in the UK for the Games.

The TV ad premiered on Facebook this morning and will be screened on television for the first time tonight during England's European Championships clash with Ukraine.

Print adverts carrying similar messaging will be placed in national papers and on 48 sheet outdoor posters.

The campaign will also be supported online and in social media, using the hashtag #HomeAdvantage to encourage chatter on Twitter.

In an online version of the advert on the British Airways Facebook page, users can input their postcode and watch the aircraft taxi down their street.

Frank van der Post, British Airways managing director of brands and customer experience, said: “We’re rallying the country to get behind Team GB and ParalympicsGB to capitalise on home advantage. Whether it’s delaying your summer holiday, finding where to get behind the country with our ‘best sports bars abroad’ guide, or cheering them on at Park Live at the Olympic Park – we are encouraging every extra clap and cheer we can get.”

Comments

21 Jun 2012 - 16:27
sinil82442's picture

FAIL I'll be one of thousands holidaying abroad whilst the Olympics is on. I'll not be flying BA either.

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27 Jun 2012 - 17:38
johnw15985's picture

I was pleased to discover that British Airways has decided to use the song “London Calling” by The Clash in a television commercial to promote its contribution to the London 2012 Olympics.

It’s good that BA sees fit to celebrate this festival of supposedly friendly competition between teams based on nation states with a song about an imagined apocalyptic future in which the capital city of the United Kingdom is devastated by war and threatened with starvation and flooding.

We are continually bombarded with claims to the effect that events such as the Olympics promote peace between nations, and it is commendable that the self-proclaimed national carrier feels able to counter such ideological misrepresentation and instead associate the forthcoming games with violence and destruction.

“Now that war is declared and battle come down” is indeed a fitting slogan for London 2012. Well done, BA!

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29 Jun 2012 - 22:05
edwar10262's picture

Two silly comments above. Just appreciate the fact that it's a good advert with a good soundtrack promoting what will no doubt be a good sporting event.

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14 Jul 2012 - 00:41
aquah13042's picture

@edwar10262 - john's comment was totally spot-on. It is a terrible choice of soundtrack. As he said, the lyrics are apocalyptic and it is clear that whoever 'designed' this ad paid no attention to their meaning whatsover. Just because the song says the words 'London Calling', it doesn't mean the song is appropriate. If I was BA, I'd fire BBH for a total lack of creativity - there are countless better, upbeat songs about London.

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24 Jul 2012 - 22:01
Lynha12479's picture

Just don't get it???

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