Travel Holds a Lifetime of Experiences in Latest British Airways Film

British Airways worked with its agency, Uncommon Creative Studio, to develop the concept that it believes will resonate with many. In order to bring the campaign to life, the airline and its creative agency appointed Emmy Award winner and Grammy nominee, Miles Jay, as its film director.

In addition, front woman of Groove Armada, Saint Saviour, curated the music. Built of acoustic tones and subtle vocals, the music carries viewers on an emotional journey, evoking those feelings of nostalgia for travel with loved ones.

Building on the creative concept of journeys shaping customers’ futures, the advert tells the story of a baby dreaming of all the experiences she may have ahead as she embarks on her first trip with British Airways. It shows poignant moments in her future, recognising that a path in life can be inspired by each and every journey taken.

Calum Laming, British Airways’ chief customer officer, said, “When it came to creating this advert and campaign, we knew we had to work with some of the best talent. 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 bring the concept of original journeys shaping your future in life.”

Lucy Jameson, co-founder at Uncommon added, “We are so proud to share the next iteration of A British Original working with our incredible partners. The work showcases the many journeys British Airways takes us on and the role they play in shaping our lives and who we become.”

Miles Jay, director of the film concluded, “Travel awakens who we are. I loved the construct of a coming-of-age story told through the dreams of a sleeping new born on its first flight. 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.”

Following its debut in one of the hit Channel 4 TV show’s breaks, the advert will then roll out across channels including ITV and Sky in the coming days. The outdoor series will launch later in the month - stay tuned for more details on this.

More about ‘A British Original’

Last year, British Airways alongside its partners Uncommon Creative Studio and MG OMD, took home the Outdoor Grand Prix at the Cannes Lions 2023 for its work launching ‘A British Original’ in 2022. The campaign focused on the common question travellers are frequently asked when they land in a new destination: ‘What is the purpose of your visit?’ but instead of ticking the standard boxes of ‘business’ or ‘leisure’, viewers see more meaningful and relatable answers for travel celebrating each original reason, showing that British Airways recognises each of its customers as individuals.

Since the launch of ‘A British Original’, the airline has continued to champion originality throughout its customer experience. From its onboard safety video showcasing everything that makes Britain unique, to its menus with a focus on British provenance, and uniquely British elements on the ground as well as in the air, the airline continues to hero originality throughout every step of the customer journey.