British Airways has just unveiled a new safety video, and it has a unique theme…
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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?
Maybe fun (but it is supposed to be an important safety video) but for non English speaking international travelers it won’t mean a lot or even get the message across.
A few years ago I did enjoy Air New Zealand’s safety video which was a group of male crew giving the message in RAP style.
People will LOVE it!
This is could not be more on brand for British Airways. Absolutely dreadful.
Almost as much as a no nonsense video like Emirates yet retaining some fun. I like the parts with the seatbelts "Like this" .."Like this"..to the point lol. The brace position with the horsemen was hilarious. You have to give passengers some incentive to listen. The Emirates in comparison while trying to be no nonsense would actually have people look away!!
I would say it is so cringe worthy that I am inclined to look away. The Comic Relief safety videos they used way back were funny the first few times, this one is just not funny. It is trying too hard.
BA, oh no - - these are way too long. The prior one, with comedians/stars, was excruciating.
These videos are getting excruciatingly long. Not sure about BA, but most airlines run them twice: in English and their national language, making it just unbearable.
People of my generation, and anyone flying low cost airlines, knows that the non-video version is always much quicker and probably just as effective, My thumbs up will go to any airline that can squeeze the whole things into 90 seconds or less.
Ironic that on planes without video screens, the FA makes the announcement over the PA while their colleagues demo it in less than 90 seconds. Sometimes they get through two languages in that time.
And next we will have a British drama from the 1500s where the Queen is black and her princes Asian. Yay.
The Emirates video is another novelty video. It’s an “inside joke” for frequent flyers who are tired of novelty videos. There’s no need to pretentiously announce you’ve made a no nonsense video at the start if that’s what you want to do. It’s not like this is the only one in existence.
As novelty videos go, if they’re well done, like this one or the Air France video, that’s great as it gets more inexperienced flyers watching them and paying attention.
The novelty factor is on the wane after what appears to be an eternity. I hope Emirates' latest installment signals the new trend of 'no nonsense' safety vids.
This seems heavily inspired by Bridgerton
AuntieRonnie will love it!!