How to make a boring video go viral

To slightly resurrect the media 'silly season, here is my take: how to make a dull but essential video so engaging that it goes viral. Something like the safety announcement that airlines have to play to passengers before the aircraft takes off.

Transcript

How to make a boring video go viral

Back in the day, the media once regarded August as “silly season”, when everyone went on holiday and nothing major happened. Those times have gone, with major conflicts in the Middle East and Ukraine and domestic incidents in the UK.

To slightly resurrect silly season, here is my take: how to make a dull but essential video so engaging that it goes viral. Something like the safety announcement that airlines have to play to passengers before the aircraft takes off. You can probably recite the words if you have been on a few flights. You may not listen on board as you are vaguely familiar with the content. British Airways has a new video, “May we haveth one’s attention please?” for long-haul flights starting on 1 August to keep customers engaged with important safety messages. This five-minute long safety video, yes, five minutes, is a ‘British Original Period Drama’ inspired by some of the country’s famous literature, TV and film and starring more than 40 of the airline's colleagues. The film, shot at country estates across the UK, depicts ladies and lords of the manor and housekeepers and butlers going about their everyday lives in period costume before being abruptly interrupted by present-day British Airways colleagues demonstrating the safety briefing. At one point in the film, a 19th-century socialite marvels at a moving picture, more commonly known in the 21st century as a laptop, before being reminded to store personal electronic devices before take-off. The characters continue to be bewildered by modern-day gadgets, and when asked, “Is it a winged creature of the air or, perchance, a celestial contrivance navigating the skies?” Ellis Brett, an Apprentice in Aircraft Maintenance, responds with, “No, ma'am. That's a British Airways A350.” the video features more than 40 employees from across the airline, from pilots and cabin crew to engineers and airport colleagues, who play themselves in the film, as well as period drama characters. Spot, Darcy!

In addition to its role-play staff, British Airways appointed film director Sharon Maguire to make the video, known for directing Bridget Jones’s Diary. The costumes worn by colleagues and actors throughout the video were designed by three-time Oscar® winning British costume designer Jenny Beavan, and the renowned dialect coach, Jill McCullough, perfected the accents of the ‘period-drama’ staff. 

Back to the title. In one week, half a million people have watched and enjoyed the video on YouTube. Not passengers flying to an exotic destination but people sitting on the couch or scrolling on their phones.

The video is also a lovely piece of PR, building relationships with its customers (and staff) and enhancing its reputation. Have a great summer!