Who: Air Canada and FCB Montreal

What: A new ad campaign focusing on the airline’s business class service.

When & Where: New TV advertising dropped Monday and will run for three weeks during the NHL playoffs. Other components—including airport and arena out-of-home, digital, print and social—will run until June 2.

How: The TV creative uses a montage of (mostly) business travelers on the go. A narrator explains “We’re in the business of the early morning risers and efficient packers” and highlights other types of travelers through a series of euphemisms for high achievers. It closes with the tagline: “We’re in the business of you.”

Why: Business class has been a point of pride for Air Canada of late, garnering the airline a number of awards and industry distinction. It was named the preferred airline for domestic travel for 92% of frequent business travelers by Ipsos Reid, and won Skytrax Best Business Class in North America in 2017 and 2018.

Check the credits: The credits on the spot’s fictional in-flight movie include director Olivier Staub and art director Sébastien Robillard. The latter is an art director at FCB Montreal, while Staub’s recent directing credits include “Boring” for the Chartered Professional Accountants and “Pride” for The Home Depot.

Quote: “This campaign will reinforce how our employees strive to earn our customers’ loyalty each day by providing a superior travel experience through customer service excellence, while also highlighting the very real benefits to their businesses of choosing Air Canada Business Class.” —Andrew Shibata, managing director of brand at Air Canada.