The British are coming.

And what an ad to announce their arrival!

As airlines are getting back in the air and back in business after COVID briefly took them down, they are finding newer ways to convince people to fly.

And British Airways is doing an amazing job at that, by flying a completely different route.

Just as Starbucks positioned itself as “The Third Place”, after home and office, Britain’s carrier is encouraging you to fly for that third reason, apart from business and leisure. 

They are reminding you that you don’t need a reason to fly and that you can make one up on the go.

Check out the amazing images below, which contain even more amazing copywriting around a brilliantly unique theme.

With one ad, British Airways rose far above the visuals of the clouds and the noise of its competitors. 

These ads are now making people wonder what reason they should be flying for, not whether they should be flying or not.

That’s how British Airways is reframing the question and repositioning itself.