British Airways: Penknife

Advertising Agency: BJL, Manchester, UK
Creative Director: Gary Fawcett/Lisa Nichols
Art Director: Gary Fawcett
Copywriter: David Forster
Illustrator: Gary Fawcett

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29 comments

jorj's picture
jorj
638 pencils

nice work

alexander_bickov's picture
alexander_bickov
3279 pencils

Swiss knife and aircraft. So ... ?

ricklongo's picture
ricklongo
1244 pencils

So, flights to Switzerland. The visual does make sense. However, the only thing that is more overdone than "one thing that looks like another" in advertising is... ads with swiss knives.

This whole campaign doesn't strike my fancy at all.

picopalqlea's picture
picopalqlea
999 pencils

it's works better for swissair...

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

Well said ricklongo. And I couldn't agree more!

Disco Munky's picture
Disco Munky
3900 pencils

The visual says "Swiss airline" not British airline going to Switzerland. Try getting a clue.

Doin' it for the points

Guest's picture
Guest

They're advertising flights to Switzerland, Alex.

Guest's picture
Guest

YES!
THE Swiss Knife !
AGAIN!
YES!!!

fpiucco's picture
fpiucco
224 pencils

and....??

fpiucco

Guest's picture
Guest

used 1000 times for more than 1000 products.... one more time for BA, and what?

Guest's picture
Guest

Average at best.

Guest's picture
Guest

why does is seem like a bad idea to have a knife in an airline ad?

yctham's picture
yctham
182 pencils

Why does a knife represents Swiss?

Javier Ramírez's picture
Javier Ramírez
1245 pencils

Ahora entiendo menos

Chief Creative Director Nexus BBDO

Guest's picture
Guest

swiss knifes are red. not white.

Guest's picture
Guest

and british airways gives away free swiss knives

Guest's picture
Guest

that mean we have to bring knifes inside the airpplane, at least this is what i understand

Peterrr's picture
Peterrr
108 pencils

Nice one, but bad executed.

tirthomitro's picture
tirthomitro
2758 pencils

godawful!

they showed me a picture & i laughed
dignity has never been photographed

CurryJ's picture
CurryJ
955 pencils

Hey, swiss knives may be done to death in other ideas...but in this case, IT ROCKS!!!!

================================================
I think; therefore I am

GMD10's picture
GMD10
142 pencils

I think it is funny how so many people here determine what communicates and what not purely on the basis of how many times they have seen the same kind of work or idea.

BA doesn't care about the regular use of Swiss army knives in the advertising industry. They want their flights to be sold today. If it works, it works.

I agree with CurryJ.

soulsentwine's picture
soulsentwine
88 pencils

cool idea and visualization. but representing an airway ad with an object which is forbidden on board, is ironic. Maybe a forbidden image as a plane is cooler.
Yes I think this is cooler.

Guest's picture
Guest

excellent!!

gara lala's picture
gara lala
6 pencils

excellent!!

Guest's picture
Guest

very nice

kevgroat's picture
kevgroat
175 pencils

where is the interesting concept? oh we can't think of anything,,, so lets make stuff look like other stuff. way too done last century.

Guest's picture
Guest

at first look, the ad tells me that this is about a swiss airline.

hari.'s picture
hari.
375 pencils

visual pun... but good

andylefty's picture
andylefty
4537 pencils

swiss airline would be alright and yet suicide.

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