Calum Laming, British Airways' Chief Customer Officer, said: “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.’

British Airways’ colleagues star alongside celebrities including actors Ncuti Gatwa and Kaya Scodelario,  rapper Little Simz, journalist Robert Peston,  entrepreneur Steven Bartlett, Tennis Player Emma Raducanu, chef Tom Kerridge and British Airways’ new uniform designer Ozwald Boateng. The video also features members of the British public in ordinary situations, with a safety video twist such as fishermen on the beach demonstrating life jackets. 

Emma Raducanu, a British Airways Brand Ambassador, said “It was a privilege to be a part of the new safety video and film alongside so many British Airways colleagues and household names from across the country. It’s fresh, engaging and I know customers will be in for a treat when video is rolled out for the first time on board.”

The new five-minute safety video is another example of the airline championing and showcasing British Originality across its customer experience, from its menus featuring the best of British cuisine and British sparkling wines to its dedicated British Original in-flight entertainment channel.

The new safety video will feature on board British Airways’ long-haul aircraft from 1 May 2023. A second version of the safety video will be released later this year, featuring the airline’s colleagues in its new uniform.