American political humourist, satirist and travel writer P. J. O`Rourke features in a new British Airways commercial launched this weekend.
The two 60 second commercials, created by M&C Saatchi, is a tongue-in-cheek look at some of the endearing British idiosyncracies that make Britain so popular around the world.
The advert is based on O`Rourke`s views of Britain - the traditional British reserve, love of curry and civilised manners, castles and cricket, pets and rainfall. The anthem “I Vow To Thee My Country” is the soundtrack.
The sign off line gently makes the point that the British love knocking success. Yet 17 million overseas customers - the equivalent of the population of Australia - choose to fly with British Airways instead of their own national airline every year.
Bob Ayling, British Airways Chief Executive said: “While we are proud that three in five of our customers are from outside the UK, Britain is our single most important market. This advert celebrates some of Britain`s more endearing traits and our pride in British Airways` success around the world. ”