Why the BA ad is advertising the wrong thing

Ok so it’s a lovely ad.  The whole history of aviation is filmed beautifully by a talented director briefed by clever, cool people from BBH.  It’s a really lovely ad – all about aviation.

If BA were in the aviation business, this would be a great idea. But they are in the passenger service business.  Which the writer and director seems to have forgotten as we feast our eyes on the outside of the planes, and on the inside of the cockpits.  Neatly forgetting to film any cameos of – er – customer service.

Here is the ad: http://www.youtube.com/watch?v=a4JdQi60an0

It is so wrong.  And worse, it sums up what is wrong with BA.   Sorry, but it’s true.