British Airways debuts period drama-inspired safety video
A frame from British Airways' new safety video
British Airways has premiered its latest safety video, “A British Original Period Drama” inspired by some of Britain’s famous period literature, TV and film and starring more than 40 of the airline's colleagues.
The airline is refreshing its safety video to keep passengers engaged while receiving critical safety information, the press release said. Knowing the popularity of British dramas in the U.K. and overseas, the airline chose this genre to resonate with its global audiences.
The film depicts ladies and lords of the manor, as well as housekeepers and butlers going about their everyday lives in period Britain, before being abruptly interrupted by present-day British Airways colleagues demonstrating the safety briefing.
During 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.
Continuing to ensure colleagues remain at the heart of its campaigns, the film features more than 40 colleagues 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.
When it came to location, the airline selected grand British country estates, including Hatfield House in Hertfordshire and Englefield House Estate in Berkshire to shoot the video.
Sharon Maguire, the British director of the safety video, said: “We put together a dream team of industry legends, from Jenny Beavan to Kave Quinn and Erik Wilson to Jack Ravenscroft. We definitely wouldn’t have pulled it off without them. They just loved the idea created by the talented and lovely creative teams at Uncommon and British Airways.”
Sharon Maguire, most widely known for her work on Bridget Jones’s Diary and Bridget Jones’s Baby, was chosen to direct the five-minute video because of her ability to demonstrate British comedy in a way that would engage with the airline's passengers.
“We know that these videos deliver vital safety information, and it is so important that we do everything we can to keep our customers engaged throughout. When it came to selecting a genre, we wanted something that would enable us to do this, while resonating with global audiences, so a period drama with a little bit of humour seemed like the perfect fit,” said Calum Laming, British Airways' Chief Customer Officer. "We have created something truly original and entertaining that celebrates what makes Britain – and British Airways – unique while communicating the importance of safety on board. I am also incredibly proud that more than 40 colleagues star in the film as we have always said it is our people who make us who we are.”
Helen Lau, a British Airways First Officer who plays herself in the video, said: "As a First Officer, my job means I am in the flight deck during the safety briefing, so to know that I will be appearing on the video in the cabins feels very surreal. I love the closing line which says stay safe, look after one another and never change, which featured in the previous video, and I hope is carried into the next. It's such a touching and uniting phrase."
In a nod to other British talent, the costumes worn by colleagues and actors throughout the video were designed by three-time Oscar® winning British costume designer Jenny Beavan. Colleagues also worked with renowned dialect coach, Jill McCullough, to perfect their accents.
Customers flying with British Airways can enjoy menus featuring the best of British cuisine, inflight entertainment starring British talent, and products designed by British suppliers.
