British Airways has just unveiled a new safety video, and it has a unique theme…
British Airways’ safety video inspired by Britain’s period literature
British Airways has just released its newest safety video, which is named “A British Original Period Drama,” and is inspired by some of Britain’s famous period literature, TV, and film. The new video is roughly five minutes long, and will be screened on long haul flights as of August 1, 2024.
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 employees demonstrating the safety briefing. The safety demonstration features more than 40 real British Airways employees.
This was filmed in grand British country estates, including Hatfield House in Hertfordshire and Englefield House Estate in Berkshire.
British Airways last updated its safety video about a year ago. The airline describes the decision to introduce a new video as being motivated by keeping customers engaged in the important safety messages. British Airways further claims that due to the popularity of British dramas in the UK and overseas, this genre will resonate with its global audience.
Here’s how British Airways’ Chief Customer Officer, Calum Laming, describes the video:
“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.
“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.”
You can see British Airways’ new safety video for yourself below.
My take on British Airways’ new safety video
Nowadays airlines put quite a bit of effort into their safety videos. It’s something that just about every passenger will watch, and therefore it’s viewed as an extension of the brand, and as a marketing opportunity. Furthermore, many airlines assume that passengers are more likely to watch a safety video if it’s entertaining.
In recent years, we’ve generally seen airlines go one of three directions with safety videos. Some safety videos highlight a carrier’s home country or destination, some safety videos are intended to be humorous or entertaining, and some safety videos are just intended to convey information in a straightforward way.
This safety video is definitely “out there,” and falls into the category of trying to be entertaining. For what it’s worth, below is the safety video that British Airways previously screened, described as being a “British Original,” encompassing British wit, and covering everything from weather to fish and chips.
Prior to that, British Airways last released a new safety video in 2017, which was basically intended to be a comedy skit, and was pretty polarizing. For many passengers, it was funny the first time they watched it, but much less funny with repetition.
These “original” safety video concepts were quite fun when not all airlines did it. But at this point I find them to largely be quite boring for frequent flyers. Personally I’m a fan of the “no-nonsense” safety video that Emirates recently released, which makes a point of being different.
Bottom line
British Airways has a new safety video, which will air on long haul flights as of August 1, 2024. The video is described as “A British Original Period Drama,” and is inspired by Britain’s famous period literature, TV, and film.
It certainly continues British Airways’ trend of trying to have memorable safety videos. I could see this being entertaining the first time, but I imagine frequent flyers will have a different take.
What do you make of British Airways’ new safety video?
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