Eye-catching travel ad glides into view with people riding e-foil surfboards across a bay

‘Everyday’ for IAG Loyalty’s Avios, from Uncommon, presents an artful metaphor for earning rewards

Published On
Mar 27, 2024
People in street clothes riding e-foil surfboards

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Birds chirping, a man wearing a blue button-up shirt, a tie, and a cream jacket comes into view. We see the wind against him, but it is not until the camera pans out that we can see him effortlessly e-foil surfing on a placid bay with nothing but the horizon behind him.

Turns out he is not the only one dressed in normal clothing, gliding to an unknown destination. We soon see others who are holding coffee, and carrying shopping bags, flowers and suitcases. Some are sitting on their board, some are even ordering an Uber ride.

In fact, 35 people in total are part of the film “Everyday,” the latest campaign from IAG Loyalty’s Avios, which owns and runs the reward currency of the British Airways Executive Club.


The 90-second campaign, created by Uncommon Creative Studio, was directed by Sam Walker and produced by Pulse Films. It showcases how everyday transactions can help members collect Avios rewards, allowing them to reach their dream holiday faster. A common misconception is that this is only possible by booking flights.

“The strategic thinking that underpins this new work not only reflects Avios today but also its future—communicating that there’s more to Avios than you think,” said Elizabeth Cunningham, head of branding and marketing.

To illustrate this, the e-foil surfers depict everyday life—buying coffee in the morning, getting a car share ride, shopping—on their way to their dream holiday. Cunningham added that the film truly captures this.

James Bond “No Time to Die” stunt coordinator Boris Martinez and e-foil expert Adrian Valos helped choreograph the stunt.

The expertise of the diverse fleet of e-foilers recruited from different parts of the world allowed the film to be shot almost entirely in-camera.

The song "Seasons" by Future Islands provides the soundtrack. The tune garnered a lot of attention in 2014 during a performance on “The Late Show with David Letterman,” where frontman Samuel Herring delivered a hypnotic and revelatory rendition of the song.

The campaign will include TV, video on demand, cinema, out-of-home, social and digital components running throughout the U.K. this year.


Mar 27, 2024
Client :
Agency :
Uncommon Creative Studio
Production Company :
Pulse Films
Director :
Sam Walker
EP :
Chris Harrison
Producer :
John Bannister
Daniel Voldheim
Service Company :
Palma Pictures
Service Company Producer :
Cat Isakson
Edit :
Final Cut
Editor :
Joe Guest
Edit Assist :
Matt Gabzdyl
Sound :
King Lear
Sound Designer :
Jack Sedgwick
Music Supervision :
Music Supervisor :
Dan Neale
Post Production :
VFX Supervisor :
Gareth Brannan
VFX Supervisor :
Andrew Barnsley Wood
Creative Director :
Gareth Brannan
ECD / 2D Lead :
Andrew Barnsley Wood
2D Lead :
John Thornton
2D :
Holly McLean
2D :
Ben Stonehouse
2D :
Andy Brown
3D Pre-Vis :
3D :
Adam Ahlgren
Executive Producer :
Colin Oaten
HoP :
James Beck
Colorist :
James Bamford
Color Producer :
Jai Durban

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