The pandemic has unleashed a series of earnest, grating TV ads, from grandiose tinfoil-hattery to a chilling Maltesers mystery
You have to pity British Airways. The airline has always sold itself to us with a simple deal: we give it money, and it flies us somewhere nice. But now that Covid-19 has robbed us of the latter, BA has been forced to come up with a brand new USP. And what it has landed on is this: British Airways loves you more than the other boys do. No, really. Its Covid ad is formed of an open letter to the country, in which various socially distanced members of staff say how proud they are of us. We’re coping well with lockdown, they say, and they’ll be waiting to take us on holiday again soon. And then, as a weird final flourish, they literally say: “We love you Britain”, three times in a row.
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