BBH London has crafted an ambitious online spot for British Airways entitled “The Welcome of Home.”
The four minute long ad tells the story of a Canadian woman named Chitra visiting her grandmother in India, and bringing along a bit of a surprise. It is an emotional journey, perhaps a bit too saccharine for some, dealing with themes of family, love, culture and the true meaning of home. “No matter how many years I’ve been away, home will always be India,” Chitra says at the spot’s conclusion, before the message, “We know how important home is appears onscreen.” There’s little overt branding in the ad until its conclusion, with BBH London instead tying British Airways to the idea of home and the emotional tone of the ad. It’s well produced and, unlike a lot of long-form ads, doesn’t feel stretched beyond its limits. Still, getting people to sit through a four minute long ad for an airline is an uphill battle, making the attempt perhaps too ambitious for its own good.
Credits:
Advertising Agency: BBH, London, UK
Creatives: Harry Orton, Robin Warman
Executive Creative Director: Ewan Paterson
Strategy Director: Mark Aronson
Business Lead: Richard Lawson
Team Manager: Jonny Price
Producer: Chris Watling
Assistant Producer: Adam Reid
Production Company: Stink
Director: Wilkins and Maguire
Executive Producer: Jon Chads
Producer: Jonny Kight
DoP: Luke Jacobs
Post Production: Electric Theatre Collective
Editor: Patric Ryan / Marshall Street
Sound: Factory