BA's latest ad: "To Fly. To Serve"

An industry email has just lead me to BA's latest ad, and my G-d they've pumped the pounds into this one. They're riding high with this "To fly. To serve" line and in my mind a bit too soon after the strikes for this type of ad campaign. 'To Fly, To Strike' is ringing through my head.

Additionally I dislike the gender stereotyping of male pilots and the way they've erased early female aviators from history. I do like flying BA but it's embarrassing that a major airline can still be so sexist.