Restrospection is OK but there is nothing forward looking. The heavy voice is oily and meretricious. A standard waste of good money by a corporate.
There is little standard about that advert. It has real hardware and pushes buttons to get boys dreaming of one day having a toy the size of the real thing to command. That's what blew me away, it's what's called a "brand hug" in that it's also aimed at the staff to heal the wounds of the BASSA strikes. It's perhaps a tacit admission that the company partially lost it's way in recent years and is now in touch with the best parts of it's past.
Hence "To fly, to serve".
It's classy and given the current economic climate, a company that's got a heritage and has been around a long time is a message worth getting across. It left me smiling as it was so atypical.
Oh and it had VC10(s). I mean let me say that again, it had the VC10.