what is its message ?
The message you're supposed to get is that BA's pilots have been, and continue to be, a vital element of the BA product.....they may now be largely hidden from the customers gaze, thanks to the locked flight deck door, but they are still there, a vital element of the BA brand (don't shoot me, I'm only the messenger, simply just repeating what I might or might not have been told today by someone who may or may not have been involved in the advertising campaign
)
The other BA staff groups will get their 15 minutes of fame in forthcoming adverts.