British Airways new safety film starts with a man on horseback, reminiscent of a Bridgerton character, exclaiming, “I see smoke on the horizon,” only for a member of the BA cabin crew to hastily interrupt because of the airline’s no-smoking policy. Another scene features a Mr Darcy-esque figure emerging from a lake and being gushed over by local women. He dons the life jacket under their admiring gaze. But there is a twist at the end…

The evolution of in-flight safety videos has seen a shift from straightforward productions to humorous takes, dramatic videos, highly scenic clips, and moving narratives. The latest British Airways in-flight safety film is a five-minute and twenty-three-second video, a Bridgerton-inspired drama directed by Sharon Maguire, known for her work on Bridget Jones’s Diary. This production includes forty members of British Airways staff wearing costumes designed by Oscar-winning designer Jenny Beavan. Here it is:

What do you think? Do the humorous and dramatic elements capture attention while conveying that essential safety information? Does it really work?

A 2015 paper released by the University of New South Wales investigated whether humour or movie-themed safety videos affect information retention. The researchers showed participants three different types of films. They found participants who watched a serious film recalled 53 per cent of the information, compared with 47 per cent for those who watched a cinematic film and just 35 per cent for the group that watched a funny film. This suggests that while entertaining videos capture attention, they might not be as effective in conveying safety messages as more straightforward presentations.

Various airlines have produced their own creative takes on safety films. These are some of the ones I have enjoyed.

Virgin Atlantic’s animated project, which aimed to make flying fun again.

British Airways had a very fun one previously with Gordon Ramsay and Rowan Atkinson:

Other airlines have also pushed the boundaries of creativity. Alaska Airlines released a viral “safety dance” video in 2021:

Air New Zealand embraced its Hobbit ties in 2014:

Turkish Airlines collaborated with The Lego Movie:

and Qantas has had their scenic videos:

What are your favourite safety videos? Which ones do you think work?