British Airways Holidays encourage people to take their holiday seriously in their latest ad campaign.

The spot, created by Uncommon, aims to inspire viewers to prioritise time away for our wellbeing. “I’m furious. Almost half of us, Brits, have worked on holiday when science says not taking time off could literally kill us sooner. Take your holidays seriously as British Airways Holidays take your holiday. Their 24 hour helpline, carefully chosen hotels and general baggage allowance help you relax, rejuvenate and stay much less dead for much much longer,” a spokeswoman for the company says in the 30-second spot.

The advertisement has been released following a new survey commissioned by British Airways Holidays with YouGov Plc., which reveals that 50% of UK working adults do not take their full annual leave allocation and that 48% of working Brits have checked their work emails whilst away.