British Airways’ new in-flight safety instructions video quickly departs from the mundane, often serious, and repetitive style. Launching on all long-haul aircraft that offer inflight entertainment screens, the video, “A British Original Period Drama” is inspired by some of Britain’s famous period literature, TV and film. It stars more than 40 of the airline’s team members, from pilots and cabin crew to engineers and ground staff, who play themselves in the film, as well as period drama characters.

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 interrupted by present-day British Airways staff demonstrating the safety briefing.

The characters continue to be bewildered by modern-day contraptions, and when posed with the question “Is it a winged creature of the air or, perchance, a celestial contrivance navigating the skies?” Ellis Brett, an Apprentice in Aircraft Maintenance, responds with “No, ma’am. That’s a British Airways A350.”

The airline selected grand British country estates, including Hatfield House in Hertfordshire and Englefield House Estate in Berkshire to shoot the video.

Sharon Maguire, most widely known for her work on Bridget Jones’s Diary and Bridget Jones’s Baby, was chosen to direct the five-minute video because of her ability to demonstrate British comedy in a way that would engage with the airline’s global customers.

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

A British Original: The airline’s new branding efforts include a series of changes to customers’ flying experience: menus featuring British cuisine, inflight entertainment starring British talent, and products designed by British suppliers.