British Airways (BA) has launched its latest TV advert and brand campaign as part of its “A British Original” positioning.

In partnership with creative agency, Uncommon Creative Studio, the airline’s advert, which features BA employees, debuted during Channel 4’s Gogglebox commercial break.

Subscribe to Mobile Marketing Magazine

Click here to get the latest marketing news free in your inbox every Thursday

It will also roll out across channels such as ITV and Sky in the coming days.

The campaign, directed by Emmy award winner Miles Jay and features music from Groove Armada’s front woman, Saint Saviour, will also hero OOH advertising.

The OOH campaign, which captures the wonder on customers’ faces when they look out of an aircraft window and onto the world from 35,000ft, will be displayed throughout the UK, including digital billboards at Edinburgh, Cardiff, Manchester and Piccadilly Circus in Central London.

British Airways Chief Customer Officer, Calum Laming, said: “When it came to creating this advert and campaign, we knew we had to work with some of the best talent.

“As well as celebrating our amazing people throughout the advert and out of home, we worked with an incredible award-winning director and renowned singer-songwriter to really bring the concept of original journeys shaping your future in life.”

Uncommon Creative Studio’s co-founder, Lucy Jameson, added: “We are so proud to share the next iteration of A British Original working with our incredible partners. The work showcases the many journeys British Airways takes us on and the role they play in shaping our lives and who we become.”