British Airways illustrates how it babies harried executives who fly business class in print ads debuting in February. The ads are part of a British Airways effort that broke during the Super Bowl, the first work for the airline from M&C Saatchi Agency's New York office. One ad focuses on how it feels to fly in the new Club World cradle seat. Another highlights private showers in British Airways lounges by superimposing a man's head on a dove splashing in a birdbath. The series is part of British Airways' $150 million global campaign that includes the "Business Dreams" TV spot that broke earlier in January.