British Airways collaborated with Comic Relief to launch a pre-flight safety video to help promote the airline's support of the charity through the use of their ‘Flying Start’, donation bags. Featuring a host of British stars including; Chiwetel Ejiofor, Sir Ian McKellen, Gillian Anderson and Rowan Atkinson, the film sees Asim Chaudhry's ‘Chabuddy G’ character from ‘People Just Do Nothing’ auditioning the celebrities for a role in the safety video.