What's Your Story?

Emotional

THURSDAY 19TH APRIL 2018

In several previous blogs I’ve described the instinct many companies and organisations appear to have to want to describe their services with facts and numbers. Frequently I’ve said that an emotional approach is far more persuasive and that we should instead be telling people better stories about who we are and what we stand for. Why we do what we do.

Last year a friend shared with me a piece of music they love. It’s called The Aviators by Helen Jane Long, a beautiful instrumental piece with piano and strings. I loved it instantly but it also sounded vaguely familiar to me - I’d heard it before somewhere.

A quick online search of the name of the track and it all fell into place. The piece had been used in an extended length TV commercial for British Airways in 2011 which is where I’d heard it. In fact, it wasn’t just used in the commercial, it had been commissioned by British Airways specifically for it.

Created by the agency Bartle Bogle Hegarty, it is possibly the best example I’ve ever seen of a brand telling a story about who they are and what they stand for. The script is breathtakingly good.

It’s definitely worth 90 seconds of your day to watch. Turn the volume up.

British Airways “The Aviators”.
https://www.youtube.com/watch?v=a4JdQi60an0

(Image Copyright of British Airways)

And here is a link to the track on Spotify – you’re welcome.

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