British Airways has produced a TV advert created by an award-winning director and featuring music by former Groove Armada singer Saint Saviour.
The advert, starring actual BA staff, is set to make its debut during an episode of Channel 4’s Gogglebox on March 15.
The latest piece of advertising, directed by Emmy winner and Grammy nominee Miles Jay, forms part of the airline’s brand campaign ‘A British Original’
BA chief customer officer Calum Laming said: “As well as celebrating our amazing people throughout the advert and out of home, we worked with an incredible award-winning director and renowned singer-songwriter to really [emphasise] the concept of original journeys shaping your future in life.”
Following its debut on Channel 4, the advert will be rolled out across other channels in the coming days.
BA said the production “carries viewers on an emotional journey, evoking those feelings of nostalgia for travel with loved ones”.
The featured baby taking her first BA trip is “dreaming of all the experiences she may have ahead”, the airline said.
Jay, who won his Emmy for an advert featuring actor John Malkovich, said he enjoyed the “coming-of-age story” told within the BA advert.
He added: “This film shows the beauty of flying and how it puts us out into the world to reveal to ourselves who we are with a touch of British charm that is uniquely British Airways.”
Jay’s Grammy nomination came for his work on Leon Bridges’ River music video.
Saint Saviour, whose real name is Becky Jones, toured as the lead singer with Groove Armada between 2009 and 2012.
Photo: British Airways