British Airways Rushes Baggage to the 2012 London Olympics

Cute spot from BBH imagines international luggage race

British Airways catches Olympic fever in this cute spot, where luggage from Great Britain, Japan, South Africa, the U.S. and Brazil compete in a race to the luggage carousel. Created by BBH London (and Moxie Pictures director Neil Gorringe) and set to the commentary of Jim Rosenthal, it's a delightful way to celebrate British Airways's sponsorship of the upcoming 2012 Olympic Games in London. I particularly appreciate the attention paid to the luggage, from the enormous, impenetrable steel case of the U.S. to Brazil's patch-covered duffle bag. Actually, all the details were carefully crafted: the two-handed ticket take at Narita Airport; the commentator from the U.S. talking about how we're dominating this race; the careful attempt to show BA as a conscientious luggage handler. When Great Britain comes from behind to win the race, perfectly catering to the well-documented British love of the underdog, you truly feel happy for the little girl—and not just because she actually got her suitcase back in one piece.

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@rebeccacullers Rebecca Cullers is a contributor to Adweek.