"Love Departed"

14 February 2025

90s

Not love actually.

For Valentine’s Day, British Airways presents a romantic story with a twist as the efficiency of City Airport causes an unconscious uncoupling for the protagonist and his dearly departed sweetheart. Director Autumn de Wilde dashes through all the tropes of a Richard Curtis-style love story, setting us up beautifully for its anticlimactic ending.

The swelling score adds to the sense of romantic destiny but, alas, it is not to be. Unless, that is, once the 90" are over the protagonist realises that Beatrice - the woman he momentarily mistakes for his missing paramour - might be willing to take possession of his wilting bouquet and his hopeful heart.

It all adds up to a fun bit of misdirection, and a typically contrarian take on Valentine's Day from the advertising agency most likely to take an idea in an unexpected direction.

Despite the faded hopes of the runaway Romeo, the ad ends on a real 'will they, won't they' moment... as in: will the public or won't the public find it amusing to have their emotions toyed with in this fashion?

UK

Airlines