The motto “To Fly. To Serve.” is part of the DNA of British Airways. It is on our coat of arms, and it is worn in crew uniforms. And it has real meaning and resonance for today. It encapsulates our expertise for flying and our commitment to customer service. In the words of British Airways’ chief executive, Keith Williams, the biggest brand advertising campaign launched by BA in the past decade is the beginning of a new chapter...

This beautiful TV ad showcases the airline’s heritage and highlights those key features that make the brand special: decades of flying know-how, thoughtful service and British style.

To get an idea of the impressive attention to detail involved in producing the ad, be sure to check out the making-of video:

And, of course, there’s more to see as part of this strategic campaign…