• by Fern Siegel , 94 minutes ago

British Airways is targeting the U.S. market, particularly New York and Los Angeles, with its latest campaign.

Uncommon Creative Studio is responsible for the work, which builds on the "Everything's Better with a British Accent" platform that debuted in April.

The spot runs across Meta, YouTube Shorts and Connected TV devices. 

The thrust is contrasting the stresses of daily life — dental appointments, emotional travails — with the pleasures of BA travel. 

A BA rep said the campaign “highlights how the British Airways experience helps customers start relaxing from the moment they board. From our distinctive British warmth and humor to the thoughtful touches throughout the journey, we aim to make travel feel effortless and enjoyable — delivered with signature British Airways charm.” 

Directed by Jeff Lowe via Biscuit, the creative was shot in Cape Town, South Africa.

British Airways now has a record 50 U.S.-bound flights daily from London Heathrow and London Gatwick.