The campaign, entitled A British Original, plays on the ‘what is the purpose of your visit?’ question travellers face on landing, delving into the stories that lie behind such a deceptively simple statement.
The ads themselves are extremely minimal in design, making the copywriting the star of the show. Uncommon has written 500 individual lines for the campaign, which range from the mundane – ‘Because this weather sucks’ – to the moving – ‘I’ve had a ring in my pocket for long enough’.
According to Lucy Jameson, co-founder of Uncommon Creative Studio, it’s part of a move to focus on people instead of planes, in particular “British originality”. The airline is also currently working on a new safety video starring BA staff as well as some famous British faces.