Iberia Turns Awkward Flight Moment into Christmas Empathy Lesson

Iberia has unveiled its new Christmas campaign, ‘Clara and Mateo’s Flight,’ created by McCann Spain. The story begins with a situation familiar to anyone who has ever flown: a baby crying on board. With a warm and emotional approach, the brand invites us to rethink that moment through empathy -especially at a time of year when thousands of families travel back to Spain to reunite with their loved ones.

Set on a Boston-Madrid flight, the film follows Clara, an eight-year-old girl who, sensing the passengers’ growing discomfort over her baby brother’s cries, steps in with a spontaneous gesture that transforms the atmosphere in the cabin. The scene highlights the many untold stories that quietly coexist on every journey, and the importance of looking at one another with humanity.

The final message encapsulates the heart of the campaign, “If a baby flies next to you this Christmas, remember they might be the greatest gift someone is waiting for.”

Produced by Pueblo and directed by Andrés Salmoyraghi, the film will run on TV, social media, radio and cinemas. The campaign will also include an extensive digital activation.

With this work, Iberia continues to explore storytelling that places the travel experience -and the human connections it creates- at its core.