To Fly to Serve. Or to Fly to Save? Can you put a price on a beautifully-crafted tv commercial?

The current British Airways television commercial http://youtu.be/a4JdQi60an0  gives me goosebumps. We all know that throughout history planes have crashed and that, in more recent history, the glamour and adventure of flying have been replaced by terror punctuated with tedium and hassle. Also that, particularly in times of war, it was the chaps who went off and left the wives and children at home.

The thing about this commercial, is that probably very little of it applies to today's flying experience. However, the spirit of the thing is one which, as a nervous flyer, I embrace wholeheartedly. It speaks to me in a language that, I imagine, speaks also to people who are looking for adventure when they fly. People might jet off to experience white-knuckle rides in far-flung places; but they don't really want a white-knuckle ride whilst they're getting there (or back).

Most of all, it speaks to me in my mother tongue. In flying, more than anything else, language and communication are paramount. When I was flying home from a holiday several years ago (on a British Airways flight, as it happens);  we hit a patch of  turbulence, which was very scary. The slightly posh English accent of the pilot assured me  'We'll get through this'; and I immediately got a visual picture of someone who had been properly trained (possibly RAF with a handlebar moustache); and,  momentarily, was calmed and trusting.When we landed, I wanted to hug the pilot. I certainly did that 'kissing the tarmac' thing.

I am sure that other national airlines offer the same 'usp' to their customers. However, in making this ad, I think British Airways must have been thinking of me.

My thoughts are with anyone who is flying today. Happy landings and safe returns!

















http://youtu.be/a4JdQi60an0