“An Original British Period Drama” | Brand: British Airways | Agency: Uncommon Creative Studio | Date: July 2024
The background:
“Hello and welcome aboard.” When Air New Zealand introduced hobbits into their safety videos back in 2014, the gauntlet was thrown for airlines to come up with entertaining safety videos that used humour and cultural cues to get bored passengers to pay attention. British Airways has run with this concept for a while. Over the years, they’ve roped in celebrities and played with different themes to make sure we knew the brace position (we were big fans of the Comic Relief/Chubbady G version from 2017 with Gillian Anderson looking ‘sour’). This time, BA has gone full-on British period drama, inspired by the nation’s love for literature, TV, and film – and a hefty dose of Bridgeton. Think lords, ladies, and a few confused housekeepers, all bringing a bit of humour to your pre-flight instructions.
The big idea:
“Please watch this short safety video carefully.” Enter “A British Original Period Drama,” the airline’s latest five-minute safety video. Directed by Sharon Maguire, the genius behind “Bridget Jones’s Diary,” the film takes us to the grand country estates of old Britain. It features a cast of British Airways colleagues in period costumes, navigating a world where modern safety protocols meet the 19th century. Imagine a noblewoman marveling at a “moving picture,” only to be told it’s just a laptop that needs stowing before takeoff. The fun twist comes as historical characters encounter today’s technology: “Is it a winged creature of the air or, perchance, a celestial contrivance navigating the skies?”
Did it work?
“Do not inflate the life-jacket.” So, did it hit the mark? It certainly looks like it. The video has received rave reviews, not least from the 1.1 million viewers in just a month on YouTube! We really liked that it featured over 40 real-life British Airways colleagues (who got historic vocal coaching!) was a lovely brand moment, creating a personal touch that makes the video feel both authentic and relatable. Mixing in some older references like Mr Darcy emerging from the lake a la Colin Firth was a nice way to connect with older viewers. With wit and period drama flair, and a large number of bonnets, British Airways has made safety briefings can be engaging viewing.
