British Airways Holidays has unveiled a campaign in a bid to highlight the importance of fully detaching from work when taking a vacation.
Dreamt up by creative agency Uncommon, the ‘Take Your Holiday Seriously’ campaign includes a trio of short films that use comedy to encourage the UK to leave work at home when venturing abroad.
‘Phone Call’, the main spot, sees a woman express her anger at the fact that “almost half of us Brits have worked on holiday”.
“Science says that not taking time off could literally kill us sooner,” the protagonist adds.
“Take your holidays as seriously as British Airways Holidays take your holiday. Their 24 hour help-line, carefully chosen hotels and generous baggage allowance help you stay much less dead for much much longer.”
Shortly after her ‘livid’ rant, the character receives a phone call from her office. She responds to the interruption by simply saying “no” into the phone, dropping the device into a jar of water, along with the man’s phone sitting next to her.
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The airline brand’s campaign launch comes months after Uncommon Creative Studio released its first campaign for British Airways since winning the flag carrier’s advertising and CRM accounts in October last year, fending off stiff competition from WPP.
