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British Airways has released a TV and cinema spot as part of the "To fly. To serve" campaign.

The ad, by Bartle Bogle Hegarty, depicts a customer’s journey with the airline.

The action flits between close-up details, such as BA’s emblem being sewn on to fabric and a passport being scanned, and sweeping panoramic shots of BA planes, including the new A380. The ad, which features BA staff, will run until October and is backed by press, digital, outdoor and social media activity.

It was created by Paul Yull and Adi Birkinshaw, and directed by Martin Krejci through Stink. Anthony Dod Mantle, who won an Oscar for his work on Slumdog Millionaire, was responsible for the cinematography.