Here's the lavish, poetic 90-second brand spot from BBH London that launches a big new British Airways ad campaign—its largest in 11 years. The planed $30 million campaign will largely be about customer service, and introduces a new tagline, "To fly. To serve," which is actually an old line—it comes straight from the carrier's coat of arms. The airline is investing $8 billion to improve the customer experience—everything from introducing new aircraft and new ticketing technology to overhauling catering. Oh, and the cabin crew will all get iPads.