Heathrow Airport’s most adored mascots, Doris and Edward Bair, are back on television screens in a charming new campaign titled “Must Be Love.” Created by independent agency St Luke’s and directed by the acclaimed duo Si&Ad at Academy Films, the campaign rekindles the warmth and emotional connection that made The Bears a household name across the UK.
Originally introduced in Heathrow’s 2016 Christmas campaign, Doris and Edward became symbols of family, togetherness, and the magic of travel. Their latest appearance continues that tradition, blending humour, nostalgia, and the excitement of adventure — all set to a tender new rendition of “It Must Be Love” performed by young British artist Maius Mollis.
A journey full of love and laughter
The new 60-second film opens at Heathrow’s futuristic Pod Parking, where driverless electric pods whisk passengers seamlessly from the car park to the terminal. Edward’s charming clumsiness quickly makes an appearance when he manages to get his paw stuck to a luggage label at the self-service bag drop.
From there, the beloved duo make their way through World Duty Free, where their purchases await via Heathrow’s Reserve & Collect service. Ever the curious traveller, Edward accidentally sprays himself in the face with perfume before Doris gently leads him to the departure gate — relying on the Heathrow app for boarding updates.
The spot concludes with the tagline: “The best trips start here.” It’s a playful yet heartfelt reminder that Heathrow isn’t just a transit hub, but the beginning of countless stories shared between loved ones.
A celebration of connection and emotion
“We are thrilled to announce the long-awaited return of The Bears in our new ‘Must Be Love’ campaign,” said Meenal Varsani, Head of Marketing, Loyalty and Customer Engagement at Heathrow. “Doris and Edward’s adventures capture those special moments before take-off — the laughter, the anticipation, and the love that make travel so memorable. Working with St Luke’s has been a true passion project for everyone involved.”
Richard Denney, Joint Chief Creative Officer at St Luke’s, added: “Doris and Edward are back to remind us that the best journeys aren’t just about where we go, but who we go with. Edward’s still as clumsy and lovable as ever, and Doris remains the heart that makes their partnership so special.”
A multi-channel campaign for the festive season
In addition to the hero film, St Luke’s has created several 15-second versions for video-on-demand (VOD) and digital platforms, along with assets for out-of-home (OOH), print, social media, and in-airport displays.
The campaign, which launched on 24 October, will run for two months, aligning with the busy Christmas travel period, before returning for a second wave of activity in 2026.
With “Must Be Love,” Heathrow reaffirms its position as more than just an airport — it’s a place where journeys begin, memories are made, and love takes flight.
