British Airways has taken a unique approach to their latest safety video, blending British humour with the elegance of period dramas in a production that is as entertaining as it is informative. Titled “A British Original Period Drama,” the five-minute video features more than 40 of the airline’s employees and has been directed by renowned filmmaker Sharon Maguire, famous for her work on the Bridget Jones series.
A Blend of Past and Present
The video transports viewers to various epic period scenarios, showcasing lords and ladies of the manor, housekeepers, and butlers going about their lives in period Britain. These scenes are humorously interrupted by modern-day British Airways colleagues who deliver crucial safety information. One memorable moment features a 19th-century socialite marveling at a moving picture, only to be reminded to store electronic devices before take-off. In another scene, when asked about a “celestial contrivance navigating the skies,” Ellis Brett, an Apprentice in Aircraft Maintenance, quips, “No, ma’am. That’s a British Airways A350.”
Keeping Customers Engaged
Calum Laming, British Airways’ Chief Customer Officer, explained the rationale behind this creative direction. “We know that these videos deliver vital safety information, and it is so important that we keep our customers engaged throughout. A period drama with a bit of humour seemed like the perfect fit to resonate with our global audiences while celebrating what makes Britain and British Airways unique.”
Star-Studded Team and Locations
The production is a visual treat, filmed at iconic British locations like Hatfield House in Hertfordshire and Englefield House Estate in Berkshire. Maguire assembled a dream team for this project, including three-time Oscar-winning costume designer Jenny Beavan. “We definitely wouldn’t have pulled it off without the industry legends on our team. They loved the concept created by Uncommon and British Airways,” Maguire said.
Colleagues at the Heart
British Airways ensured that their colleagues remained at the heart of this campaign. More than 40 employees, from pilots and cabin crew to engineers and airport staff, played roles in the video. Helen Lau, a First Officer who appears in the film, expressed her excitement: “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.”
Celebrating British Talent
The video also features authentic British elements, with colleagues working alongside renowned dialect coach Jill McCullough to perfect their accents. The costumes, designed by Jenny Beavan, add an extra layer of authenticity and charm. This initiative aligns with British Airways’ commitment to celebrating British talent and culture, evident in their inflight entertainment, cuisine, and products.
Final Thoughts
By blending historical settings with modern safety messages, British Airways has created a safety video that is both engaging and memorable. This creative endeavour not only captures the essence of British culture but also ensures passengers pay attention to important safety instructions. Next time you fly with British Airways, make sure to watch this delightful video – it’s an experience you won’t want to miss.
Reference: https://www.air101.co.uk/2024/07/british-airways-releases-new-inflight.html
