The 'Smart Flies Aer Lingus' ad introduces viewers to the many 'Smart' travellers who choose Aer Lingus, ranging from families to leisure and business. According to Mike Rutter, chief revenue officer, Aer Lingus: "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'. 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.