Heathrow’s Bear Couple Return in a New Must Be Love Campaign
Amy Duong — October 27, 2025 — Art & Design
References: youtube
The Heathrow “Must Be Love” campaign revives Doris and Edward Bair, the airport’s beloved teddy bear mascots, in a tender short film that captures the heart of modern travel. Directed by Si&Ad for St Luke’s, the 60-second spot follows the couple as they make their way through Heathrow’s updated facilities, from Pod Parking to self-service check-in. Their small gestures, smiles, and moments of connection highlight the simple joys that make every journey special.
It is set to a reimagined version of “It Must Be Love,” the film uses warmth and humor to evoke nostalgia and human connection. The campaign celebrates Heathrow’s role not only as a transit hub but as a place where meaningful memories begin. By focusing on emotion over destination, it reminds viewers that travel’s true magic lies in who we share it with.
Image Credit: Heathrow
It is set to a reimagined version of “It Must Be Love,” the film uses warmth and humor to evoke nostalgia and human connection. The campaign celebrates Heathrow’s role not only as a transit hub but as a place where meaningful memories begin. By focusing on emotion over destination, it reminds viewers that travel’s true magic lies in who we share it with.
Image Credit: Heathrow
Trend Themes
-
Emotional Advertising Campaigns — Brands are leveraging nostalgia and emotional storytelling in marketing to forge deeper connections with consumers, transforming advertising into a more immersive experience.
-
Mascot-led Brand Narratives — Using beloved characters in advertising, such as teddy bear mascots, adds sentimental value and familiar charm to brand narratives, engaging audiences through personalized storytelling.
-
Human-centric Travel Experiences — The shift towards emphasizing personal connections and meaningful interactions in travel marketing highlights the evolving focus on relational experiences over mere destinations.
Industry Implications
-
Aviation — Airports and airlines are capitalizing on emotional branding to redefine travel not just as a process, but as a collection of memorable experiences and connections.
-
Advertising — The advertising industry is innovatively blending nostalgia with modern narratives to craft campaigns that resonate emotionally, thus driving higher consumer engagement.
-
Entertainment — Film and video production in advertising are becoming crucial tools for storytelling, offering a platform for brands to convey deeper emotional messages through creative cinematography.
2.7
Score
Popularity
Activity
Freshness
