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The Baggage Claim Carousel, Imagined as an Olympic Race

March 26, 2012 at 2:32 PM | by | ()

The city of London is the only destination on Earth get be declared a Top 10 destination by both Lonely Planet and Frommer's this year. The British capital is of course going to host the Olympics this summer, which apparently is kind of a capital-t Thing, which means that the city is going to get a little crowded.

It also means that we're going to see travel advertising tie-in after travel advertising tie-in, with every brand and company in existence trying to cash in on the buzz. That theme is going to get very annoying very quickly, but right now it's all just kicking off. There are even some people who think this early example, from British Airways, is cute. Maybe even too cute.

The conceit of the spot is that suitcases from all of the world are trying to "win the race" to be the first to get to the LHR baggage carousal. Everything is very exciting and, of course, the commercial ends with a cherubic little girl being all smiles after her bag wins a big upset victory. What could be more delightful?

Not shown: the airline agent who tells the mother that her bag is over weight, the flustered mom who then has to take out her clothes from one suitcase and shove them into a different suitcase while everyone watches, and the TSA agent who eventually intercepts the bag during screening and steals a bunch of valuables. Maybe they just didn't have time to fit all of that in.

Still, undeniably cute.

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