This week’s Copywriting 101 is a UK offering, on behalf of British Airways.
The advert is part of a controversial marketing campaign, urging the British public to stay at home during the London Olympics this summer.
Interesting travel copywriting campaign
The ad, devised by ad agency BBH London, uses the strapline: “Don’t Fly. Support Team GB” and is described by BA as “tongue in cheek”.
It is also accompanied by the hashtag #HomeAdvantage, which is part of their Twitter campaign.
In an online version of the ad, users can even input their postcode and watch an airplane taxi down their street.
Frank van der Post, BA managing director of brands and customer experience, said: “We’re rallying the country to get behind Team GB and ParalympicsGB to capitalise on home advantage. Whether it’s delaying your summer holiday, finding where to get behind the country with our “best sports bars abroad” guide, or cheering them on at Park Live at the Olympic Park – we are encouraging every extra clap and cheer we can get.”
What do you think of the advert? Leave a comment and let me know.
I just posted about this today. I saw one ad on the underground and am not impressed. It’s a close up image of a female athlete showing her bib mostly. It appears blatantly sexist and tells people to watch the Olympics on TV which I find rather sad… I don’t see the “tongue-in-cheek”. There are also obvious issues with choosing the underground as a location to place this ad… Zero points for this campaign!
Interesting that they carried on this theme throughout their various different adverts. Just had a look at the one you mentioned and it does seem rather sexist – agree it’s difficult to see what they’re trying to achieve with it!