Aer Lingus has invested around €2m in a new TV advertising campaign which aims to bring the aviation brand into the modern day.

Entitled ‘Smart Flies Aer Lingus’, it shows the many ‘smart’ travellers who choose Aer Lingus, ranging from families to leisure and business and highlights checking in via mobile phone.

It also features in-flight entertainment options, as well as the new full lie-flat beds available to business class guests on transatlantic flights.

Irish actor Chris O’Dowd provides the voiceover and the soundtrack used in the ad is ‘A Sentimental Journey’ performed by the Metrepole Orchestra.

“The launch of the new Aer Lingus brand manifesto ad is a further stage in the repositioning of Aer Lingus behind its new tagline ‘Smart Flies Aer Lingus’,” said  Mike Rutter, chief revenue officer, Aer Lingus.

“The ad introduces Irish, US, UK and European customers to the concept that Aer Lingus successfully interweaves three key tangible values into a single proposition to customers.

“Firstly Aer Lingus embodies the ability of the Irish over many centuries to find the smart way to both travel the globe and to successfully integrate into the countries they visit or settle in.

“Secondly it draws on Aer Lingus’ near 80-year heritage in reinventing itself to serve the needs of many generations of Irish air travellers. Thirdly it brings the brand into a modern context, providing clear proof points to today’s air traveller on why it is the smart choice to fly Aer Lingus.”

The brand ad concept was developed by KesselsKramer, Aer Lingus’s recently appointed creative agency and the production was coordinated by Sweet Media.

The TV ad will air on RTE, TV3, UTV Ireland, TG4, and RTE Player until 6 June 2015.