BRITISH AIRWAYS - Visit Mum

Brands usually take two different routes to promote their message. British Airways, instead of a more factual basis behind its advertising, British Airways tries to connect with its audience on a more emotional connection.

The airline’s latest “Visit Mum” ad campaign takes the connections part to a very personal level, and in the first video in the series, explores the connection between an immigrant son in New York and the mother back home that every immigrant and expat anywhere in the world will identify with.

Targetting the USA - India traffic routes with very limited direct connections, British Airways are trying to win over their rivals such as Lufthansa and the Gulfbased carriers and generate otherwise unconsidered travel with a poignant, nostalgic and emotionally exploitative short film.

The video features a mother in Mumbai talking about how much she misses her son in New York, who hasn’t been back home in the last 15 years; during the video, she cooks her sons favorite meal of spiced Okra for BA to fly it to him in NYC, but instead ends up being surprised when BA flew him back home to meet her and family. Mix that with gorgeous slowmotion shots of quintessential Mumbai, and you have a winner.

The video , published 29th of July, has already received over 750,000 views and is already one of British Airways most successful videos on their YouTube channel.