The whole approach is wrong and I don't know what they're trying to achieve. Putting someone story in front of me as if there's some way they relate to me is not the way to build the brand. It just makes no sense and there's no emotional connection here. It doesn't matter who they are, I don't know what relation there is to CX.
I know there are no frequent flyer program specific ads by qantas or BA but their brand ads are ones that can tug at your heart.
Feels Like Home - YouTube
British Airways- Love of two homes. Then and Now. - YouTube
Maybe they want to tug at the heart of some (fictional) discretionary UK or US (not grAAber) traveller. Does it work?
Anyway. You might have been able to film me lugging 40 phones without a trolley down and up the MTR 18 months ago. Now I don't do that anymore (LchChester - the love-ins you alleged I had yesterday was me actually collecting payment).