British Airways is taking a different approach to holiday advertising for its new year blitz, launching a campaign with Ogilvy that plays on people's competitiveness when it comes to travel experiences.
Directed by comedy director Juliet May, the woman behind BBC's Motherland, the campaign uses relatable social scenarios to demonstrate how when it comes to holiday conversations, people don't always express how they really feel on the inside.
'Clever You' launches on Boxing Day (26 December) and is designed to show how BA offers more than flights only.
The first hero TV spot shows two couples in a coffee shop, one of which is being particularly smug about their holiday in a luxury resort where "all the celebs go" and have hot stone massages along with "lunch under the palms".
The more introverted couple are then asked where they're off to, coolly replying: "oh a fortnight in St Lucia," safe in the knowledge they've booked using a BA deal and much to the other pair's chagrin.
Shish Patel, executive creative director at Ogilvy, explained; “In Britain, holidays are second only to the weather as popular topics of conversation. This campaign for British Airways Holidays takes a humorous look at how these conversations play out in everyday life, and in so doing, lets people know that British Airways is not just an airline, but a pretty smart holiday provider too.”
The ads will continue to run nationwide throughout January, with a second TV spot due in 2020.
The first film coincides with the airline's sale that runs until 30 January.
British Airways celebrated its Centenary year in 2019, penning a 'Love Letter to Britain' to mark the occasion.