Screenshot via British Airways
Actress Thandie Newton on British Airways' new safety video.
The in-flight safety video is an important, but commonly overlooked part of the flying experience. To overcome this challenge, airlines often use gimmicks such as colorful animations or in Virgin America's case, an elaborate musical number.And then there's the always trusty celebrity cameo. That's exactly the route British Airways has chosen.
On Tuesday, the airline released its new star-studded in-flight safety video in conjunction with the charity Comic Relief.
"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," British Airways chairman and CEO Alex Cruz said in a 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 new video will make its debut on British Airways flights in September.
Here's a closer look at British Airways' new safety video: