Luggage issues may be one of the biggest headaches when flying, but BBH and British Airways have made it the centerpiece of a new campaign. A 60-second TV ad pits baggage from different countries against each other in an Olympic style race. The airline is the official airline partner of the London 2012 Games. The idea, of course, is to show off the wonderful service at BA -- from baggage handlers to ticketing agents, everyone's doing their part.

In this day and age, focusing on luggage handling might be a dangerous game to play.