Air New Zealand has developed an air safety video that has already received over four million Internet views. Given the subject matter, that’s quite remarkable. Sure the people delivering the instructions are naked (except for body paint made to look like airline uniforms) but that’s not what has everyone’s attention, is it?
It’s a great creative concept that is well executed. The video is fun to watch, the production values are very good and it manages, for whatever reason… to keep your attention. Try as you might you’ll see very little ‘skin’ in the video. The video also does something which may be more important than imparting valuable safety tips to its passengers – it positions the airline as a creative and open-minded organization. It’s difficult to imagine a North American airline approving this creative concept – and yet I can also imagine many of those same disapproving business leaders asking ‘why don’t we do something like this?’ around the executive water cooler.
They also follow-up with some bloopers – another smart idea as ‘related video’ material is becoming standard fare for web-based video campaigns. The true mark of success will be if a legion of parody videos develops around this concept.