It warms the cockles of my half-British heart to see a brand I worked on in the mists of time finding its feet - and soul - again in its communication.
British Airways had been known as "Bloody Awful” before - and long after - I worked on the brand. And recentish communication had been insipid at best.
Enter Uncommon and the new campaign based on the brand essence “A British Original”, launched in October 2022.
The campaign gets better and better - and now we have a new masterpiece: “May We Haveth One’s Attention.”
Blimey. What do I love about this instant classic? Let me count the ways ...
INSIGHT: I guess there was a discussion about Britishness and what we can be proud of. What do we export? And the answer, for 2024, is period dramas, love’em or loathe ‘em. So this film draws on Bridgerton, Outlander, Pride & Prejudice, Downton Abbey and probably a few I’ve missed. A huge hit for the cultural bullseye.
EXECUTION: style, humour, watchability, great performances and casting - a triumph
BRAND: the cabin crew and other co-workers (all 40 of them), the well-know Flower Duet from Lakme and the brilliant, self-deprecating Britishness of it all (including the bad teeth)
Safety videos are one of the few times your audience really is captive. I remember Air Canada had some great ads back in the 80s - “flights so good you won’t want to get off”.
Well, this could be the safety video that’s so good you don’t want it to end.
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