British Airways - Clever You

British Airways has launched a campaign to support its holidays (resorts, hotels) product that plays on competitiveness, especially in terms of people showing off Instagram holiday photo likes.

Two couples are shown in a coffee shop, the male partner of one couple drones on about their recent holiday, showing off photos on his phone of a luxury resort ‘where all the celebs go.’

The second couple are then asked where they are going on holiday. When it turns out that they are going to St Lucia with BA holidays, the frst couple appear annoyed. The ad ends showing the two of them enjoying their caribbean break.