Avios Stages a Striking Stunt With E-Foil Surfers in Ad for Loyalty Program

The campaign by Uncommon Creative Studio corrects misconceptions about the rewards offering

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As the world continues to feel the financial pressures of high interest rates, IAG Loyalty, which owns global loyalty currency Avios, highlighted its commitment to supporting customer savings with its first above-the-line campaign in 11 years.

“Everyday,” by Uncommon Creative Studio, features the unique sight of 35 e-foil surfers from around the world. But they are each dressed in normal clothing—one is even in a bathrobe—as they cruise the ocean toward the vacation of their dreams.

The imagery is meant to convey the message that Avios members may not only collect points through booking flights, but also through a wide range of everyday transactions. The brand is aiming to widen its customer base and make its loyalty program ubiquitous.

The 90-second film’s soundtrack is “Seasons” by indie band Future Islands. The production crew caught the action entirely in-camera, with choreography by e-foil expert Adrian Valios and stunt coordinator Boris Martinez, who worked on James Bond film No Time to Die. Uncommon’s executive creative director, Sam Walker, directed the spot through production company Pulse Films.

“The film embodies what feels like an entire nation gliding on e-foils towards their perfect holiday,” Walker said in a statement. “We wanted to create a powerful visual idea, the feeling of everybody going about their everyday lives, all shot completely in-camera.”

As IAGL’s largest media investment to date, the campaign will run across TV, video-on-demand, cinema, out-of-home, social media and digital channels in the U.K. throughout the year.

“Our new campaign marks a step change in our marketing approach. It’s the first time in over a decade that we’ve given Avios its own stage,” Elizabeth Cunningham, head of brand and marketing for IAGL, said in a statement.


Client: IAG Loyalty
Creative studio: Uncommon Creative Studio
Project name: Everyday
Production company: Pulse Films
Director: Sam Walker
Executive producer: Chris Harrison
Producer: John Bannister
Director of production: Daniel Voldheim
Service company: Palma Pictures
Service company producer: Cat Isakson
Edit: Final Cut
Editor: Joe Guest
Edit assist: Matt Gabzdyl
Sound: King Lear
Sound designer: Jack Sedgwick
Music supervision: Native
Music supervisor: Dan Neale
Postproduction: Rascal
VFX supervisors: Gareth Brannan, Andrew “Barnsley” Wood
Creative director: Gareth Brannan
Executive creative director/2D lead: Andrew “Barnsley” Wood
2D lead: John Thornton
2D: Holly McLean, Ben Stonehouse, Andy Brown
3D pre-vis: StereoColor
3D: Adam Ahlgren
Executive producer: Colin Oaten
Head of production: James Beck
Colorist: James Bamford
Color producer: Jai Durban

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