LONDON — British Airways’ new safety video plays like a who’s who of Britain’s most beloved celebrities, proving that dull instructional airline videos are a thing of the past.
Filmed in collaboration with Comic Relief and Flying Start, the video stars Oscar-nominated star Chiwetel Ejiofor, actress Thandie Newton, and celebrity chef Gordon Ramsay, who is hilariously reminded by the director (played by comedian Asim Chaudhry) that he’s filling in for legendary actress Joanna Lumley. Other notable faces include Sir Ian McKellen, X-Files star Gillian Anderson and fictional character Mr. Bean, played by Rowan Atkinson.
In addition to detailing critical safety procedures, the stars also encourage passengers to make donations to the airline’s Flying Start initiative, a global charity partnership with Comic Relief that aids children in need in the U.K. and in some of the poorest countries around the world. Flying Start’s goal is to raise $26 million by 2020.
“It’s extremely important to us that customers engage with our safety video, and involving some of the nation’s most well-known personalities has given us the chance to create something fun that we hope people will watch from start to finish – and remember,” said Alex Cruz, British Airways’ chairman and CEO, in an official statement. “We’ve worked with Comic Relief since 2010 and our customers have already helped us generate £16.5 million for great causes. We hope the new video will enable us to exceed our goal of raising £20 million by 2020.”
The video will be shown on all BA flights starting Sept. 1.