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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