British Airways’ New “British Original” Safety Video

British Airways’ New “British Original” Safety Video

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British Airways has just unveiled a new safety video, which is the first new video the airline has introduced since 2017. For that matter, since the start of the pandemic British Airways hasn’t been screening any safety video, instead opting for manual safety demonstrations on all flights (to reflect special safety requirements around wearing masks, etc.). That will shortly by changing.

British Airways’ new “British Original” safety video

British Airways’ new safety video is described as a “British Original,” and will be available on long haul flights as of May 1, 2023. The five minute video encompasses British wit, and touches on everything from weather to fish and chips. British Airways states that the video showcases “everything that makes Britain unique and truly original.”

The video primarily features British Airways employees going about their jobs, though also has some public figures in it, including Ncuti Gatwa, Little Simz, Robert Peston, Kaya Scodelario, Steven Bartlett, Emma Raducanu, and Tom Kerridge.

The video also features Ozwald Boateng, who has designed British Airways’ new uniforms. Speaking of that, another version of the video will be rolled out later this year, featuring employees in their new uniform (it has already been filmed).

Here’s how British Airways’ Chief Customer Officer, Calum Laming, described the video:

“We have all sat through safety demonstrations before, so we knew we needed to create something different that would capture attention and was totally in line with our British Original positioning. We wanted this to be a real celebration of originality and for us, it is our people who – together with where we’re from – make us unique. That’s why it was important for us to hero so many of our amazing colleagues doing what they do each and every day for our customers and for each other. We also wanted to inject some wit and showcase Britishness, and all the quirks that put us on the map by shining a light on real life people – from fishermen and chip shop workers to friends hanging out, as well as some well known faces who help put Britain on a stage. So, seats in the take-off position and we hope you really enjoy our new safety video.”

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 ways with safety videos. Some safety videos highlight a carrier’s home country, some safety videos are intended to be humorous, and some safety videos are intended to highlight a company’s staff.

This video seems like a little bit of all three — it’s mildly humorous, shows some scenery of the UK, and definitely highlights some British Airways employees, as well as British personalities.

What’s my take? I mostly like the video. It’s not my favorite video ever or the most exciting video, but it’s pleasant to watch, and it’s not so annoying that it will frustrate frequent flyers. It does the trick, it’s not too long, and it won’t rock the boat (or plane, in this case) too much.

For example, British Airways’ 2017 safety video 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.

Mainly I’m just happy to see British Airways once again screening a safety video, since the airline has exclusively had manual safety demonstrations for more than three years. The video is almost always more enjoyable than listening to someone try to stumble through reading the script onboard.

Bottom line

British Airways has a new safety video, which will air on long haul flights as of May 1, 2023. The video is described as a “British Original,” and features both British Airways staff, as well as some British public figures. I think the video is pretty good, though it’s not anything earth shattering either, in my opinion.

What do you make of British Airways’ new safety video?

Conversations (29)
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  1. Michael Lord Guest

    I despise it. However in the interest of being constructive I would say that it is approximately twice as long as it either should or could be.

  2. Journeying John Guest

    Just yet more misleading marketing in reality in 2023 BA are merely the UK brand of a Spanish registered multinational. The way they simply harvest cash from their inherited slot dominance and fail to deliver a competitive product or even basic customer service makes the experience regularly Beyond Abysmal and the airline Best Avoided where there's an alternative wich will probably be cheaper as well as more reliable / competitive, with some effort to deliver...

    Just yet more misleading marketing in reality in 2023 BA are merely the UK brand of a Spanish registered multinational. The way they simply harvest cash from their inherited slot dominance and fail to deliver a competitive product or even basic customer service makes the experience regularly Beyond Abysmal and the airline Best Avoided where there's an alternative wich will probably be cheaper as well as more reliable / competitive, with some effort to deliver something approximating the advertised product.

  3. Andy Guest

    It’s boring and difficult to understand the constantly changing voices

  4. Richard C Guest

    Wow this is complicated and hard to focus on. I gave up before I'd got half way through. I can't believe the CAA allow this a being acceptable for a safety briefing given how jumbled and confusing each tiny little segment is. I don't mind these vids generally, but this one is not good at its intended job.

  5. Just the facts, ma'am Guest

    I really wish the airlines would stop with these cutesy safety videos and get back to "just the facts, ma'am."

    Were I a first time flier, I would, after watching these videos, have no real clue what to do if, say, the oxygen masks came down.

    This is why I like LH and EK's approach to safety videos.

  6. Peter Volny Guest

    It's exactly what I would expect from BA - pathetic!

  7. David Dodd Guest

    This safety video is dreadful it's distracting with all different people who really have nothing to do with the safety aspects of an aircraft passengers need to see were the exits and life jackets are not people standing on the dock with them on BA needs to go back to basics being ex crew myself this video should not have been pasted by the CAA it's more of a video of how diverse BA is with ethnic minorities nothing to do with safety .

  8. LylePresley Guest

    Humor doesn't always translate and this also contains examples that are lost on non British people and certainly those who don't speak English as a first or fluent language - though less so than the sarcasm that is used in the earlier presentations. They would do better to tone down the background music and sounds at times being in competition with the monologue.

  9. Emily M Guest

    My biggest take away from this: life jacket straps can now be clipped instead of needing to tie them in a double now!

  10. Sunnyday Guest

    Overly British which will result in international travellers feeling clueless and losing interest in watching it. Also, just like the latest American Airlines' safety video, there is an over-emphasis on "certain type of equality".

  11. Duck Ling Guest

    Icarus I think your 'get out more' comment to David is rude and didn't add to the conversation at all apart from putting someone down.

    I am also British and along with most of the other UK based blogs had to google who the celebs were.

    It would appear it is probably generational and younger viewers would probably have a better idea.

    So, here is the roll call (thanks to Wiki):

    Ncuti Gatwa: 30...

    Icarus I think your 'get out more' comment to David is rude and didn't add to the conversation at all apart from putting someone down.

    I am also British and along with most of the other UK based blogs had to google who the celebs were.

    It would appear it is probably generational and younger viewers would probably have a better idea.

    So, here is the roll call (thanks to Wiki):

    Ncuti Gatwa: 30 year old actor, active in the greater media since 2019 (Sex Education and Dr Who).

    Little Simz: 29 year old rapper.

    Robert Peston: A political journalist (??!!)

    Kaya Scodelario: Actress active in the mainstream since around 2007 with few major roles.

    Steven Bartlett: 30 year old businessman.

    Emma Raducanu: 20 year old tennis player

    Tom Kerridge: UK chef (who also markets BA's short haul Buy on Board products).

    Ozwald Boateng: designer (also of BA's new uniform)

  12. Ripper New Member

    Chaotic and noisy. Obviously made by and targeted at metropolitan 'yoof'. But I'd say most BA passengers look at that and wonder which airline it's supposed to be. Throwing in some patronising shots of fish 'n' chips and deckchairs doesn't exactly cover British 'originality', does it.

  13. Katherine Sakko Guest

    I completely disagree bIt is WAY TOO LONG, the celebrities are not globally known - I could bareiy pick them out,l. It’s harfly funny. As a frequent b traveler, I’d put my headphones on to avoid seeing it for the nth time.

  14. James Green Guest

    None of the videos played.

  15. Frances Taylor Guest

    Not as silly as the last lot of Air New Zealand videos.

  16. David Cliff Guest

    Im British, and i have absolutely no clue who any of these so called ‘celebs’ are. Another BA fail.

  17. Mike Guest

    Gosh. Either I am old, or this is absolutely terrible. I watched the first 30 seconds and it was just too noisy, hectic and annoying.
    On a separate note, for reasons that I won't bore you with, I am looking for the BA safety video circa 1998-1999. Can't find it anywhere and would love to- in case anyone knows where it is. It is very vanilla and not terribly interesting, but has sentimental value to someone...

  18. Adam Joseph Plows Guest

    The new uniform variation has also been filmed for everyone complaining :)

  19. DTL321 Guest

    Interesting they chose to release a new safety video shortly before the new uniform takes stage in summer? From a brand consistency standpoint you would think they would release the safety video at the same time showcasing the new uniform? Or possibly they will have a new safety video shortly after the uniform comes online... Just a few thoughts.

  20. sunviking82 Guest

    Love it. Might be a bit long but entertaining. Love the BA experience, especially in ClubWorld and is my choice from PHX to the UK or beyond. Next trip, something new to entertain me before take off.

    1. Loretta Jackson Guest

      How sad for you.

    2. Andy Guest

      Do you work for BA by any chance ?

  21. Duck Ling Guest

    From Rowan Atkinson, Michael Caine and Joanna Lumley to....I have NO idea.

    Not a fan, at all. It will only have appeal to those who are aware of who the 'famous' people are in the cast which outside the UK I doubt there will be many.

    Non english speakers will be watching it and thinking WTAF.

    1. Icarus Guest

      Johannes Redebe, Robert Peston, Steven Bartlett, Tom Kerridge and Monica Galleti, to name a few.

      Admittedly I missed Sir Ian McKellen, dames Maggie Smith and Judi Dench and Jim Broadbent. That would be some film.

  22. D3kingg Guest

    Not watching. I’ll just have to find out for myself next month. The old one was funny with the Willow dude in it.

  23. vlcnc Guest

    Feels too long imo. Also some of the peronalities haven't really been all that prominent for sometime.

    1. ConcordeBoy Diamond

      ....or, really, ever.

    2. vlcnc Guest

      Well Ncuti Gatwa is definitely very now, kaya scodelario very much not so anymore...

Featured Comments Most helpful comments ( as chosen by the OMAAT community ).

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David Cliff Guest

Im British, and i have absolutely no clue who any of these so called ‘celebs’ are. Another BA fail.

2
Icarus Guest

Perhaps get out more

1
Mike Guest

Gosh. Either I am old, or this is absolutely terrible. I watched the first 30 seconds and it was just too noisy, hectic and annoying. On a separate note, for reasons that I won't bore you with, I am looking for the BA safety video circa 1998-1999. Can't find it anywhere and would love to- in case anyone knows where it is. It is very vanilla and not terribly interesting, but has sentimental value to someone...

1
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