TV ad: Cathay Pacific's new Business Class: Privacy Screen

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With so many new features in Cathay Pacific’s new Business Class – more space, more privacy, centre seats for companions, larger-than-ever flat beds, and the ability to stream video from your personal device to the TV screen – the challenge was to introduce them all in an interesting, engaging way.

The solution was a spy story, with our hero getting his “new gadget introductions” via his phone from the top-secret tech designer back at headquarters. Before each trip, our hero listens to the latest mission data on the new features. There’s even the classic spy-who-knows-everything jumping ahead to play with the new gadgets – and the disembodied voice knowing he’ll do this and bringing him back in line. After all, this is serious business.