24 October 2012 - 9:26am | posted by | 3 comments

The Marketing Weak Award: British Airways

Welcome to the second installment of The Marketing Weak awards, The Drum's new column which reaches the parts many would prefer we didn't reach. Here we highlight some of the less salubrious work coming out of the industry each week.

If you've seen a bad ad, some dodgy design or poor PR that belongs in the Bland Republic then let us know on Twitter using the hashtag #MarketingWeak.

This week the award goes to a new TV commercial that fails to take off...

Creative Review: 

British Airways - The Friendly Lemon

Now that Easyjet has begun assigning seats, British Airways is limited in its points of difference with the budget airline and the decision to focus on those that remain serves only to remind the public that there aren't many reasons for choosing them. Here, it's suggested we should fly BA for a free gin and tonic with a slice of lemon... hmmmm.

Agency: Bartle Bogle Hegarty
Creative Team: Justin Moore / Hamish Pinnell TV Producer: Natalie Parish / Michelle Kendrick Film Prod Co: Rattling Stick
Director: Sara Dunlop
Producer: Stuart Bentham
Dir of Photography: Simon Chaudoir
Post-Prod House: The Mill
Editing House: The Whitehouse
Editor: Lisa Gunning
Audio House: Angell Sound


31 Oct 2012 - 11:07
consumerama's picture

I agree that this isn't great, but you've taken the lemon part out of context of a wider campaign. When you add in the 'happy jumper' and the 'relaxed trainer' you get three reasons to fly BA, all of them pretty good if you're not competing on price... (I don't work for BA or BBH by the way!)

18 Nov 2012 - 15:38
@newriverm's picture

Fair comment consumerata. But wouldn't it have been cheaper and more effective to have all three benefits bundled together in one ad? The strongest is no charge for 20kg of luggage (unlike low-cost airlines). This is glossed over in the Happy Jumper ad - the words FREE or NO CHARGE should be coming out and they're not mentioned. Overall, the message surely should be 'added service/features compared with low cost airlines PLUS transparency on charges. So I kind of agree these ads do fail.

28 Nov 2012 - 13:23
martindunne's picture

Nothing says it better than a plastic cup and a slice of lemon!


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