The new in-flight safety video from British Airways delivers all the charm of a period drama reimagined in the airline’s signature quirky style. Olivia Palamountain reports
British Airways has premiered its latest in-flight safety video, building on its creative approach to engage passengers in vital safety information.
The new film, titled “A British Original Period Drama”, draws inspiration from Britain’s rich literary and cinematic heritage, while tapping into the the trend for period aesthetics that has taken off in the wake of smash-hit series such as Bridgerton and Downton Abbey.
Debuting on long-haul flights from August 1, the five-minute video features more than 40 British Airways employees, including pilots, cabin crew, engineers and airport personnel, alongside professional actors.
These employees appear both as themselves and in period costume, bridging the gap between historical Britain and modern air travel.
Filmed at grand country estates including Hatfield House in Hertfordshire and Englefield House Estate in Berkshire, the video portrays 19th-century characters comically interacting with modern aviation safety procedures. 
In one scene, a Victorian aristocrat marvels at a laptop, mistaking it for a “moving picture”, before being instructed to stow electronic devices for take-off.
The airline collaborated with renowned director Sharon Maguire, best known for her work on the Bridget Jones film series, to bring this unique concept to life.
Calum Laming, British Airways’ chief customer officer says: “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.”
To ensure authenticity, the production enlisted the talents of three-time Oscar-winning costume designer Jenny Beavan and respected dialect coach Jill McCullough.
The result is a visually striking and linguistically accurate representation of British history and culture.
Helen Lau, a British Airways first officer featured in the video, shared 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.”
The new safety video is part of British Airways’ broader strategy to showcase British talent and culture throughout the customer experience, from in-flight menus featuring British cuisine to entertainment options highlighting UK performers and products from British suppliers.