British Airways Holidays' latest spot pokes fun at holiday snaps on social media.
The ad begins as a couple show off their vacation photos in a café. "No flat white is worth this," an uninterested coffee fan lamets, before zoning out about his own trip booked via BA Holidays.
As the pair's boasting session comes to an end, the coffee fan and his partner nonchalantly mention their upcoming break in Saint Lucia, leaving their friends red in the face.
The work launched on Boxing Day, with a second instalment due to air in spring. It was created by Bertie Rapkin, Jon Morgan, Joyce Kremer and Helena Olsson, and directed by Juliet May through Merman. The media agency is Wavemaker.
Last year, British Airways enlisted Academy Award-winning actress Olivia Colman to mark the brand’s 100th anniversary.