I think the message is showing a modernization from the bad old days of clunky mechanical seats, flight attendants in bright red uniforms with enormous poofy shoulders and even bigger bows, and fears of safety problems. The imagery in the ads makes a clear break with that. Re-freshing the brand.

I'm not sure I'd made the connection to Tiffany's colors and aesthetic, despite my long-standing affinity for things Tiffany. Then again, I didn't realize exactly what color a certain wall in my flat was until, shortly after painting it, a friend held a little blue box up next to it.

In the end, I like the ads. And I'm seeing them quite a lot. Mostly on CNN but also elsewhere. Even got a "Fly First Class to Asia" email from Orbitz promoting Korean Air.