British Airways back in the news with must-watch safety video

British Airways has released its new, star-studded pre-flighty safety video, to raise funds for its global charity charity partnership with Comic Relief.

The 6-minutes video, which follows a cabin crew strike and a disastrous IT (and PR) failure, is the airline's latest attempt to put its branding on the right track again.

(Read more: [Update] The British Airway’s fiasco: saying sorry is not enough)

With Chiwetel Ejiofor reading the opening "in a show-off way", Gordon Ramsay asking "sweeties" put their bags under their seats, Jim Broadbent folding up a tray table, Rowan Atkinson going all Mr. Bean, and more celebrities like Thandie Newton, Ian MacKellan and Gillian Anderson embracing their fun sides, the impressive mock audition entertains until the end.

The video will replace the current 12-years old animated film, and start showing on flights from 1 September. This will also mark BA's first video using celebrities, although other airlines like Air New Zealand have employed similar strategies before.

"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," BA CEO Alex Cruz said in a statement.

Enjoy the video here: