BA puts the creatives on a high wire

Could it be an omen of things to come in the £60m British Airways’ review?

At last week’s launch of its new Hugh Hudson-directed worldwide ad (generally expected to be the last work from Saatchi & Saatchi) the “world’s favourite airline” showed a series of ads which have parodied its distinctive style down the years.

But it also showed an Australian comedy sketch featuring the “client”, played by a pinstripe suit, and the “agency” – Barry and Brett, the creative geniuses. Client: “We have spent seven months and $33m, when am I going to see the creative work?” As they shuffle uncomfortably they start talking about BA-style “ears” moving across a beach.

The subliminal warning from BA to the four pitching for the business this week (and especially those in the audience from Saatchi new and old) seems to be clear.