It’s hard being number one. It’s even harder staying number one, as British Airways continue to prove.
Back in the day when they were the world’s favourite airline, the Saatchi & Saatchi boys and girls delivered campaign after campaign of pretty decent stuff. People loved the brand. People wanted to fly BA.
Then Virgin happened along. All the Asian airlines heavily invested in their product. BA stood still. They faltered. They fell behind. Worse still, BBH never seem to have taken them anywhere near the highs of years gone by. Dolphin clouds and racing luggage (which we all know so often gets lost in the depths of LHR), failed to capture the hearts the way a hint of the flower song from Lakme could do. So, a quick trip down memory lane. May look dated, but still…
Anyway, to the new BA campaign. As a domestic sponsor of the London 2012 Olympic and Paralympic Games, it’s time to activate the sponsorship. Many are claiming it’s a bold message. An airline trying to convince Brits to stay at home. It’s not.
Research from previous games has shown people who left the country during games time come home, and feel they’ve missed out. Moments that pull the nation together, both good and bad. Many shared moments of national pride. Hopefully a few medals. Real highs that forgive all the transport infrastructure issues and minor inconveniences. But BA telling us to stay home and support Team GB? I just don’t buy it.
This message feels as though it should be coming from the tourist board, not the former flag carrier. It’s sad that BBH haven’t been able to generate any great work for BA, and even sadder that the ‘fly a plane down my street’ is a much heralded, and massively overhyped part of the campaign.
I don’t like knocking BA. They’re a brand I’m genuinely fond of. But they, and indeed we, deserve far, far better than this…
Iain G. Morrison is a senior marketer that will probably be flying Virgin Atlantic next time he leaves Blighty…
Where to start?
It’s all getting just a wee bit tired. The re-use of the ‘Truth or dare’ title is almost acceptable. But there it ends. There is a snippet of that movie (which I can’t find), where one of her backing dancers mounts the side of a boat, starts grinding to ‘like a virgin’, and tells Madonna how funny it would be if she was still doing this when she was like, 50.
Case closed m’lud.
Iain G. Morrison does not want to smell like an ageing pop lothario. Virginal, or otherwise…
Now, for those of you aware of what igm does in the day job, the obesity crisis and a lardy unfit Britain concerns me. For many reasons. But let’s have a little looksy at what some of our German Ogilvy friends have been up to for a slice of the Unilver empire in Deutschland.
Du darfst (rough translation, ‘you can’). A range of low-calorie foods you can apparently troff to your heart’s content. With no thought to the diet. Or perhaps even a spot of light buggery of said diet?
The ad itself is nothing brilliant. But a guilt free range of food? The appeal there is universal.
I’d think it ballsier if ‘Fuck the diet’ ran in German, but given that such a high percentage of the population have a fairly decent level of fluency of English (that would put many Brits to shame), I don’t think the subtleties of this line will be lost, fleeting as it is. Social attention on this is likely to be short-lived, so I hope they have more to hang their hat on engagement wise besides downloading a ‘fuck the diet’ badge. All reeks a bit of early 2008.
Still, for elements of the strategy, a sizeable tick. For the creative, must try harder….
Iain G. Morrison is enjoying a well earned day off. Du darfst indeed…
This is more offensive than Clarkson on a good day.
Sometimes marketers can get away with making up words. This is NOT one of those occasions…
Iain G. Morrison is wondering what Siri will think if I start asking about Womanity…
I’ve been very critical of much of British Airways’ marketing over the past few years. Since they left the Saatchi crew, their work (a little like their service), has been somewhat lacklustre. However much I dislike the campaign personally, all the PR they’re pushing out says it’s working, so who am I to judge? Bravo…
However, this new spot to maximise their Olympic sponsorship isn’t half bad. It’s not brilliant, but it’s a massive improvement on the bilge BBH have been trotting out for them these past few years.
I remain to be convinced they are ready, mind.
I’m a massive supporter of the Games and the economic benefit they’ll bring to Britain in 2012 and beyond. But our creaky infrastructure can barely cope at the best of times, let alone with a glut of additional Games time visitors. I truly hope I’m wrong on that one mind. Time will tell…
Iain G. Morrison will be going for gold this summer. In the gin drinking finals, of course. Good odds on a medal…
How do you end a career in just eleven words? Well, if you are a journalist / presenter / actress, then these should help.
‘That’s all i ever wanted. A country full of clean bums’.
Baby wipes for adults bums. Fair enough, nothing wrong with that. And don’t get me wrong. I’m not anti-infommercial. Far from it. They’ve not been in fashion these past few years and the FMCG crew have been investing in them again. Which usually means cha ching.
We Brits don’t generally do them quite as ‘HOOOO YAAAAAH’ as our friends from across the pond. But botty wipes? Poor love. She’s only ever going to be known as the arse wipe lady…
Iain G. Morrison has a clean derrière. And will not be starring in a botty wipe infommercial any time soon…
Apologies for the prolonged radio silence. One’s social media time has been somewhat reduced with a major rebrand under way. Excuses plonked to the side, I shall hastily digress.
Hard and fast?
Get the blood pumping, rocking Bee Gees soundtrack, no kissing, ‘hard man’ Vinnie Jones guide to CPR? All adds up to a rather blistering ad for the British Hard Foundation.
Best ad of 2012 thus far. Saving lives and providing smiles. And the use of a tongue in cheek hashtag ALWAYS gets igmorrison’s vote…
Iain G. Morrison is head of marketing & communications for London’s leading social enterprise. And is a lover of all things #hardandfast
Terminator. Bleak landscapes. The machines are winning. Clearly John Connor and his crew were missing a crack team of hamsters.
Yes, I said hamsters…
An amusing little spot from Kia. Certainly made me smile, but certainly wouldn’t get Kia on my consideration list when I’m looking for a new motor. And thanks to the über talented (and design obsessed) @commsgeek for sharing…
Iain G. Morrison is a senior marketer for a leading social enterprise. And might have a script idea for Terminator IV…
So, Diesel extend their ‘Stupid’ campaign to Facebook. And if my boss happens by, I’ll be sure to let him know how many ‘likes’ I’ve posted in the past hour…
Iain G. Morrison actually does get paid to spend time on Facebook. So take that Diesel…
The epic Liverpool Street station flash mob really kicked it off.
Since then we’ve had random punters singing with Pink in Trafalgar Square, a pretend Royal Wedding dance off (a la that wedding dance from the Americans), and now T-Mobile are hijacking the knock down castle game to end all knock down castle games.
I love angry birds (and I don’t mean the ones in the T-Mobile call centres). But this?! All the Saturday night TV ooooooohs and aaaaaaaaaaahs. The forced excitement, the jumping and cheering in unison?
It’s faker than David Cameron offering up a pledge to protect the NHS…
Iain G. Morrison is a Head of Marketing & Communications for a charitable social enterprise. And will be sticking with Angry birds on’t iphone ta very much…
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