By Amy Houston, Senior Reporter

March 25, 2024 | 2 min read

The reward currency scheme’s first above-the-live campaign in over a decade has been chosen as our Ad of the Day.

After an advertising hiatus, Avios, which is British Airways Executive Club’s reward currency, has released an epic short that sees 35 people glide through the water on e-foil surfboards.

Titled ‘Everyday,’ the spot from Uncommon Creative Studio has been hailed as a world-first for featuring people undertaking everyday tasks such as grocery shopping, drinking a coffee and ordering an Uber – all while riding electric boards.

The collaboration with James Bond’s stunt coordinator, Boris Martinez, adds a unique element to the projects. Martinez, who is well-known for his work on the No Time To Die and Bourne Identity movies, brings an ease to the complex scenes.

Overall, the scale and complexity of the work contrast with the serene feeling that comes through with the final edit.

There’s an epic soundtrack too, with indie band Future Island’s tune Seasons complementing the smooth 90-seconds.


Production company: Pulse Films

Director: Sam Walker

EP: Chris Harrison

Producer: John Bannister

DOP: Daniel Voldheim

Service company: Palma Pictures

Service company producer: Cat Isakson

Edit: Final Cut

Editor: Joe Guest

Edit assist: Matt Gabzdyl

Sound: King Lear

Sound designer: Jack Sedgwick

Music supervision: Native

Music supervisor: Dan Neale

Post-production: Rascal

VFX supervisor: Gareth Brannan; Andrew ‘Barnsley’ Wood

Creative director: Gareth Brannan

Executive creative director/2D lead: Andrew ‘Barnsley’ Wood

2D lead: John Thornton

2D: Holly McLean; Ben Stonehouse; Andy Brown

3D pre-vis: StereoColour

3D: Adam Ahlgren

Executive producer: Colin Oaten

HOP: James Beck

Colorist: James Bamford

Color Producer: Jai Durban

Creative Creative Works Uncommon

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