'Look at us, we're almost doing on a small scale what BA started doing 20 years ago. We've even stolen their ad idea to tell you about it'.
Marketing a premium brand is a skill which, when done well, walks the line between confidence and unfounded arrogance.
The Silverjet ad is arrogant. They don't even deliver, with their low-frequency services to 2 destinations from Luton.
They should at least be able to walk the walk before being so bold.
In my opinion.