British Airways is unveiling its latest TV advert and brand campaign as part of its “A British Original” positioning, celebrating the important journeys in life that help shape a customer's future.

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.

The advert, making its television debut during one of the “Gogglebox” advert breaks this evening (Friday March 15), heroes the airline’s colleagues who feature in both the TV advert and out of home (OOH) imagery.