The radio ad didn't really hit the spot for me as much as the other three executions in the campaign. But perhaps the fact that it didn't make me laugh will come as no surprise. Historically, humour translates well to radio, from the Goons to Ricky Gervais.With wear-out often requiring a high turnover of ads for radio, humour is often the favoured option of creatives. But funny radio ads are not that easy to find or, I imagine, to write.
Yet, the premise of the ad is very attractive: enjoy BA service levels on flights to European destinations at easyJet prices. While the script may have been designed to encourage comparison with discount carriers, the quality offering is subtly introduced through a few strains of BA's signature tune. People choose a discount carrier because they have to or because they don't want to use up their spending money travelling to their destination. The appeal of this promotion is to fly in style, but without the cost.
BA's recent success at the IPA Effectiveness Awards and news of a big increase in pre-tax profits seem to have marked a change of fortune for the company. No doubt its strategy of promoting low prices while building on its strong service offering has played a big role in turning the brand around.