To Fly, To Serve

An appropriate post, I think, as we popped into BBH London last week as part of our agency visits. Bit of a pilgrimage for me, as John Hegarty's book was one of the things that convinced me I was taking the right path. Anyway, here is their new "aviators" ad for British Airways.

There you go. It's obviously stirring, tells a story, beautifully shot and written - it's the kind of ad that BBH do best. But I think the most interesting thing is Easyjet's response.

It's easy (hah!) to see this as a shot across the bows, and it is certainly a little cheeky. But I suspect that it won't bother BA one bit. Anyone who is looking to save probably already knows that Ryanair and Easyjet will be cheaper. If anything it reinforces the message that for heritage and quality, you go to British Airways. Both brands stay in their respective places, and although Easyjet may get publicity out of it, I don't think it's at the expense of the older airline to any great degree.

You could compare it to the Dixons ads targeting John Lewis, but BA's advantage is in having only one position to defend, which Easyjet don't even try to attach. John Lewis made the mistake of saying "never knowingly undersold" on 3 things - quality, price, and service - meaning they have to fight wars on 3 fronts.

Show, Don't Tell

Advertising is all storytelling. We know this. John Hegarty has a whole chapter about it. And one of his most important points is to say "you must leave room for the audience to participate", whereas "most writers leave nothing for the audience to do".

These words came back to me as I bought a Chunky Kit Kat on Argyll Street. There was a scene from the second series of Queer As Folk (the original UK version), where the flamboyant, extrovert Alexander had visited his dying father, to learn that he would be denied any inheritance - because of his sexuality. His response was brittle, uncaring, and defiant, but later on, as the characters prepare for a party, an ambulance turns up outside the house and Alexander goes to answer the door

Paramedic: Right, somebody call an ambulance?

Alexander: It's me, I'm fine, I've got the bottle (hands over medicine bottle), there you go, I only took them ten minutes ago so there's nothing to fuss about. Um... I had a Chunky Kit Kat, but I don't suppose that counts.

Paramedic: Well let's get you seen to, are you walking alright?

Alexander: Yeah I'm fine, it's nothing, let's go.

There you have it. Without ever explicitly stating it, you know that this is far from Alexander's first suicide attempt or overdose - he anticipates the questions before they come; he knows the drill. And you know how I'm sure it works? I saw this programme once or twice, and probably about 10 years ago. And yet I still remember the exact brand of confectionary that Alexander had eaten after he'd swallowed all those pills.