Much rejoicing at British Airways this week as it unveiled a new TV advertising campaign, a nostalgic effort looking back at the company and its legacy, service and fleet.
It's very slick, uses a fair amount of CGI, and is clearly trying to create a professional but friendly tone with the slightly husky voice musing about the airline's values and years gone by (Concorde is prominent, of course).
BA invited the media to a screening of the ad at a venue in London earlier this week, presumably to persuade them to write about the new campaign and introduce them to the agency behind it, BBH.
The ad is due to air on commercial TV channels in the next few days, but BA has made a big thing about launching the ad first on the front of its Facebook page.
The airline wanted to "give loyal customers and Facebook followers [100,000+] the opportunity to see the advert first", an official says.
There are even Making Of and Visual Effects clips, such is the effort that BA and its media strategy people have put into the campaign, its biggest in 11 years.
But despite the coverage in the travel trade and marketing press (all of which have either embedded the video or linked to it), mainstream media in the UK and Facebook page, just 300 views have been recorded on YouTube since yesterday.
Compare all this to a video created by traveller Benjamin Jenks (for his AdventureSauce blog) - a time lapse effort documenting a trip across the US.
Okay, so it looks remarkably similar in style to the wonderful The Longest Way clip from 2009, but in just two days it has attracted almost 11,000 views on YouTube.
Now, in the long run, BA's new ad is probably going to get plenty of eyeballs on TV (although, not exactly "opted in", as people have the ad breaks on during programmes).
But in the world of video on the web, which inherently lends itself to clips getting picked up via social networks and shared between friends and contacts, perhaps only the quirky, user generated clips ever get significant traction.
And perhaps why a brand such as Air New Zealand, which does get serious numbers for its clips, only produces videos with scary aerobic instructors, naked (but painted) cabin crew and the annoying puppet Rico.