I've become increasingly irritated with BA over the last few years. Not in any major way, but in a number of small marketing ways that 'rub me up the wrong way' and feel targeted to very infrequent flyers.

Off the top of my head:

• The pre-recorded announcement during boarding that starts with "heeellloooooo everyoneeee!" in a patronising tone. Feels a bit easyJet.
• The "funny" safety videos (current one: "May we haveth one's attention") that have been going on for years and which are just cringe.
• The cheesy text above the menu items ("Go on, treat yourself to a little drink" / "If you can't wait to cosy down" / It's a tradition that's as British as... British Airways").

It feels like someone in their marketing team was concerned that BA was too stuffy and now they've gone too far the other way.

I don't fly BA very much these days this overfamiliar stuff is a big reason why - Virgin actually seems like a more professional airline (or perhaps on par), which I never thought I'd say. I can choose pretty much any other long haul airline and not be subjected to this nonsense.