With war raging in the Middle East, most airlines are trying to keep calm and carry on, none more so than British Airways which has this week unveiled ‘An Original British Briefing’, a new creative campaign designed to subvert the traditional airline safety video and offer an escape from the crushing pressures of modern life.
Released as the latest chapter in the ‘A British Original’ platform, the new film from the airline and Uncommon Creative Studio is a surreal feat. It takes viewers on a journey away from their daily grind, acting as a protective briefing for surviving modern burnout rather than a standard aviation emergency.
The film, directed by Jeff Low through Biscuit Filmworks, is designed to pull back the curtain on the universal need for a holiday.
Opening with a flight attendant introducing the briefing for the most important journey of all against a backdrop of clouds, the narrative quickly grounds itself in mundane stressors.
To highlight the breadth of relatable pressures, the film follows people trapped in traffic jams, sitting tense in a dentist’s chair, and dealing with chaotic home environments.
Enter stage left and right, British Airways flight attendants and ground staff then appear seamlessly within these settings and calmly guide the stressed individuals towards aircraft doors, which serve as literal emergency exits from their daily routines.
A seatback entertainment screen lists departures from destinations like “Wit’s End”, “Doomscrolling”, and “I Hate My Boss”.
Details also include a moment where an older man named Nigel is physically stowed in an overhead locker to represent putting away emotional baggage. The airline staff act as guides for a digital detox, advising passengers to mute group chats for the duration of their trip. As the passengers successfully escape, the film seamlessly transitions into the visceral release of travel; showcasing vignettes of people plunging into an ice bath, watching a safari sunset, and a romantic proposal.
So, what is the consensus around the Decision Marketing office?
Well, it is certainly surreal and, to be fair, at first glance you wonder what the hell is going on. What the average British consumer will make of it is anyone’s guess.
Still, as BA and Uncommon will no doubt point out, the ‘A British Original’ brand platform not only scopped the Outdoor Grand Prix at Cannes Lions 2023 and contributed to a 50% increase in revenue for that period, it successfully shifted brand perception to a more personal, emotional level while fostering pride among its 37,000 employees. So there.
To be honest we do quite like this latest execution, if only for the fact it hasn’t got that very annoying woman shouting down her mobile phone while on holiday. No doubt it will fly…
Decision Marketing Adometer: A ‘up, up and away (with the fairies)’ 8 out of 10
