British Airways has taken a unique approach to its latest pre-flight safety video, drawing inspiration from the UK’s rich tradition of big-budget period dramas. This innovative and tongue-in-cheek video, titled ‘A British Original Period Drama,’ aims to captivate passengers while delivering crucial safety information.
Developed by British Airways’ creative agency of record, Uncommon, the five-minute film features over 40 real employees of the airline. The impressive costumes, which play a significant role in the video’s authenticity, were designed by three-time Oscar winner Jenny Beavan.
The video transports viewers through a series of epic period scenarios, evoking the grandeur of beloved British dramas. Scenes reminiscent of a Bridgerton drawing room, Braveheart warriors, and Mr. Darcy’s iconic ‘lake scene’ from Pride and Prejudice are cleverly woven into the safety instructions.
“We know that these videos deliver vital safety information, and it is so important that we keep our customers engaged,” said British Airways chief customer officer Calum Laming. “With the help of our incredible people in front of, and behind, the cameras, we believe we’ve created something really original and entertaining.”
Directed by Sharon Maguire of Bang TV, the video was shot at several historic estates, including Hatfield House in Hertfordshire and Englefield House Estate in Berkshire. Maguire, best known for her work on the Bridget Jones films, shared her enthusiasm for the project: “We put together a dream team of industry legends… even though it felt like six shoot days crammed into three, we got some really excellent performances from all the cast, most of whom were BA staff.”
This creative endeavor by British Airways showcases not only the airline’s commitment to passenger safety but also its ability to engage and entertain through innovative storytelling. The use of period drama elements, combined with the talents of the airline’s own employees, has resulted in a memorable and engaging safety video that is sure to leave a lasting impression on passengers.
