The New BA Advert: To Fly. To Serve

[TurboTomato]

Massively cheaper to just photoshop a Virgin plane when everything else is correct in the photo (exposure of sky, positioning of other a/c) rather than attempt to actually create that photo. That photoshop would probably take a pro 20 mins maybe?

[easyflyer83]

...and i doubt anybody got their P45 either. And remember, the ad will have been given the once over by BA anyway.

[Hotel Tango]

...and i doubt anybody got their P45 either. And remember, the ad will have been given the once over by BA anyway.

...and do you honestly believe that a BA manager would be savvy enough to tell the difference? I doubt it.

[STANDTO]

BA - THE LEGACY

bit of a to see that BA are still attempting to dine out on the iconic image of the Concorde.

The new ad is really good, but I think you could actually find a flying example of every a/c featured bar Concorde. Perhaps they are realising that it was a whole lot more than what it cost them to run......?

[Sunnyjohn]

I think it depends who they're aiming it at. To the ordinary traveller it will, I'm afraid, be meaningless, but it will certainly appeal to the more discerning, i.e. wealthier, traveller and maybe that is the intention. My personal view is that as an advertisement it's a disaster and will follow in the wake of well-known failures such as the Strand and Ford adverts.

[easyflyer83]

But who says that the discerning traveller is interested in the history of BA? You could argue that those who fly once a year would be more interested in the ad. Just playing devils advocate really but I think that is a huge generalisation. That said, I agree that it's not a great ad in the sense that it is pretty much meaningless.

[Ancient Observer]

it is a terrible advert that relies on BAs days as a public monopoly when it charged whatever it wanted to charge, and cost the taxpayer a fortune.

Service? Customers? I wish.

It's not fair on the staff who do try to do their best.

[shogan1977]

Nearly everyone on here seems to think the ad is not only bad, but will have zero impact for BA?

I discontinued my patronage of BA around 2 years ago, after too many bad experiences (delays, strikes, teething problems with T5, etc)... As a non-British Brussels based flyer I had previously believed in the BA heritage/promise (safety and service). The service side let me down.

Now after two years of flying UA/CO I decided to switch back to BA for my next two transatlantic work trips - first one next Monday. This coincided with seeing this ad last week for the first time. Was I subconsciously influenced? Who's to say, but the real test for me will be my experience as a passenger. I am confident CW will be more enjoyable that UA/CO biz...

My conscious view re the ad is that I like the idea - a return to BA's greatest asset: their service and staff; drawing a line under all that has happened and looking to the future. I did not however care for the cheesy over the top music/voice over. Way too much.

[ExXB]

Originally Posted by shogan1977

a return to BA's greatest asset: their service and staff; drawing a line under all that has happened and looking to the future.

I remain sceptical. Saying you are going to do it is not enough, you've got to do it. For the most part I've rarely had a bad flight with BA, but when things go pear shaped (delays, strikes, teething problems with T5, etc) they let me down badly.

I hope you have a good flight with them, and that nothing goes pear shaped. I don't believe they have that side of the service equation sorted.

[Armybloke]

I think it is the worst advert I have ever seen. Patronising, cheesey, smug.

I feel so strongly I had to vent and even registered on here to do so.

It is so bad I will even avoid flying with BA again. Who is the advertising monkey who convinced BA to run with it? Or perhaps we are now a dumbed down nation who will love it.

Fly to Serve? Give me a break.


Yours, angry British Army Officer.

[scotbill]

As someone who delights in PVRs that allow one to skip through adverts on recordings, I cannot believe anyone would decide never to use a company again on the basis of one advert!
Or are you a troll hoping to provoke another bout of inter-service name calling?

[DeepDene]

Just seen the new ad for the first time and must say Mrs D and I rolled around the floor laughing when we saw it. Never seen such a load of self-aggrandising, patronising nonsense in all my life! For me, completely the WRONG message at a time when BA should if anything be putting on a show of humility and contrition in front of its customers. Who DO these people think they are?

[PAXboy]

DeepDene As you are the newbie here, from an old lag, may I say - Jolly good post!!!

Whilst I'm not out to batter BA at every opportunity (as some are) I do like your direct approach so may I be the first to welcome you aboard our happy cabin of the air(waves), I'm sure that you'll fit right in.

[cockney steve]

Yup, I,too . cringed at the syrupy,smug, self-congratulatory tone of this advert.

Perhaps the "to serve" element was to invoke memories of Tim Henman ?,,,, Lots of tantalising promise but always failed to live up to the expectations we'd been. promised

I'm sure many younger viewers will wrongly confuse the grounding of Concorde with the disastrous French crash.....I must agree with Sunnyjohn.....this is another "Strand " advert in the making.

the cash could have been better used in improving morale/service.

(for the youngsters," You're never alone with a Strand" was the strapline of a cigarette advert that showed a quiet, meditative gentleman strolling through a deserted London, smoking his favourite gasper.
Leastwise, that was the adman's view The punters saw a sad lonely old git who was given a wide berth by all ,and only had these fags for company. moral.....smoke this brand and you'll be on your tod!

the brand collapsed and was a textbook case on how NOT to market a product.

[Yellow Pen]

Originally Posted by DeepDene

For me, completely the WRONG message at a time when BA should if anything be putting on a show of humility and contrition in front of its customers. Who DO these people think they are?

Why precisely should BA be putting on a show of humility and contrition? They experienced a strike by militant cabin crew and still managed to fly the majority of their flights. They got the vast majority of their passengers to where they needed to go for the short periods of strike disruption. They, and they alone, forced the UK government to reopen UK airspace after the farcical shutdown for non-existent volcanic ash. They were not responsible for BAAs farcical response to snow. They are not responsible for APD. They are not responsible for delays due to the UK governments lack of an aviation policy. They are not responsible for the fact that the UK regions cannot sustain a standalone point to point network and rely on hub and spoke carriers. What are BA supposed to be apologising for?

[yotty]

I think this BA advert takes some beating!

1989 British Airways Commercial - YouTube

Hand Solo. I humbly suggest if you are accepting a BA aircraft for service, a review of the Tech Log Pt 2 (Cabin Log) is required. Whilst containing many non-airworthiness items the defect you mention (uneven coindot) does have a 'elf and safety "trip" issue, and in the fwd galley has a "Spill Hazard Zone" dimension as well. (danger of leaking fluids contaminating vital computers in equipment bays beneath the floor). With regard to Engineering performance at BA, the Workload always will wax and wane. I had to ground a 777 2 weeks ago (Fully fueled, crewed and loaded) for some cracks which took 3 hours to to obtain the necessary paperwork. I was under no pressure from management to "pen it off". So it's business as usual...

[L337]

Well done to Yellow Pen. I absolutely agree, no need for contrition or humility. But much to be proud of.

Trolls.

[easyflyer83]

I agree nothing to apologise for as such (certainly nothing that other European carriers haven't experienced) but the BA brand has been damaged or tainted in one way or another to the extent that it is not the brand it once was. Perhaps that is why BA are trying to evoke memories of bygone era's. However, I personally think that that is the wrong way forward and a self pat on the back sentiment won't help.

[PAXboy]

Yellow Pen, I agree with you that BA have nothing to apologise for and you list many achievements. But ...

Why did they not trumpet their recent achievements and overcoming of problems in the ad - rather than say that the good ol' chaps did a dashed fine job in the 20th century? The ad is full of bombast and history as they wish it to be told.

Some of us remember previous strikes that were not well handled - the catering workers strike anyone?

Just in case you think I'm being mean and looking at events too far in the past, consider that I stopped using BA as my main long haul carrier following Dirty Tricks, which started in 1993. My action will have cost BA (probably) less than 1 seconds worth of fuel on their global fleet on any day - if that. But how many people changed away from BA? Look up Wikipedia and then VS, then see that it cost BA more than £3.5 million in compensation.

for the record (again). I have never worked for ANY airline or airport and have no expectation of doing so.

[Kengineer-130]

I'm going to go against the grain here, but I think this is one of the best adverts for a long time, in any field. It shows a great time line of aircraft & aviation through the ages, all slotted into 1.30 of video, whist managing to create a very stirring "glamour/thrill of flying feel" through clever use of music & snapshots of the best bits of flying.

I might be a bit of a romantic, but the gleaming engine cowls of the DC3, a grumpy piston engine firing into life, Concords afterburners lighting up, the throttles being opened at the end of the runway & easing back the stick as 747 gracefully lifting into the air are all images most of us imagined as small boys/girls through the ages, dreaming of careers in aviation or simply just the amazing sensation of flying.

I think it's a very clever ad, focusing on the thrill of flight & the journey being a big part of the adventure to your destination

Oh, I flew BA (777) to Florida last year, have to say the service was fantastic each way!