It has offended everyone from presidents to queens in its advertising, but today Ryanair marks a new departure as it airs its first ever cross-border television ad campaign.
The company, which has been reinventing itself as a customer-friendly airline, will launch three new adverts tomorrow in Ireland, the UK, Spain and Italy as it tries to persuade fliers that it's ditching its adversarial approach to passengers.
The adverts are aimed at showcasing Ryanair's new website, as well as the fact that it has relaxed its second-bag rule and introduced allocated seating on all its flights.
But in true Ryanair fashion, it ensured that to keep costs down, the 20-second adverts were filmed in the course of a single afternoon at Stansted Airport, the airline's biggest base.
London ad agency Dare came up with the adverts for the airline and the voiceover is provided by British comedian Dave Lamb.
Ryanair chief marketing officer, Kenny Jacobs, said the campaign would "increase awareness of the new, improved Ryanair".