Air New Zealand has partnered with Sports Illustrated to produce the latest in its line of eye-catchingly different safety videos.
And eye-catching might be just the word for 'Safety in Paradise', which features swimsuited supermodels – including Australia's own Jessica Gomes – plus a special guest appearance by original Sports Illustrated favourite Christie Brinkley.
"We were able to create a raucous safety video in the true spirit of SI Swimsuit and our Kiwi friends,” says Sports Illustrated Swimsuit Editor Ms MJ Day.
Supermodel Christie Brinkley says it was a privilege to be asked to appear in Safety in Paradise.
"The playful script contains a lot of unexpected moments for a safety video" Brinkley comments, adding that "it features so many SI beauties celebrating SI’s 50th anniversary of the swimsuit edition, that it may even have folks on the ground reaching for their oxygen masks!"
The video is expected to begin screening on Air New Zealand flights later this month, but here's a 'behind the scenes' sneak peek at what's in store.
While some detractors complain that safety should be taken seriously, the airline says that making videos which people want to watch is the key here – along with a bit of viral promotion for the airline's brand, of course.
"As a small airline at the bottom of the world, we have to think outside the square when it comes to driving brand awareness and conveying important safety messages to our millions of customers" reasons Jodi Williams, Air New Zealand's Head of Global Brand Development.
And Air New Zealand has plenty of form when it comes to quirky safety videos. Here's a rundown of their most recent efforts.
Safety Old School Style
Starring US actress Betty White, often lauded as "America’s sweetheart" and best known for her roles on The Golden Girls and The Mary Tyler Moore Show.
Set in the fictional Second Wind Retirement Resort, the 'Safety Old School Style' clip also features a cameo by Gavin MacLeod – famous for his role as Captain Stubing on The Love Boat as well as Betty’s former Mary Tyler Moore Show co-star – among a cast of 'golden oldies'.
The Bear Essentials of Safety
Man vs Wild presenter Bear Grylls finds novel ways to guide travellers through the mandatory safety steps.
This was filmed in a remote part of the Routeburn Track near Fiordland in New Zealand’s South Island, making this perhaps the world's first airline safety video shot entirely outdoors!
An Unexpected Briefing
Produced as part of a marketing tie-up with Peter Jackson's The Hobbit movies it's a great watch – whether you're going on an Unexpected Journey or just doing your regular commute There and Back Again.
Line-drawn celebrity-loaded animation
A cherry animated cartoon voiced by Kiwi actress Melanie Lynskey and Ed O'Neill of Modern Family and Married With Children fame.
The Bare Essentials of Safety
In which Air New Zealand staff swap their uniforms for body paint.
Crazy About Rugby
That title says it all, really...
Disco-safety with Richard Simmons
Click this one at your peril.
Follow Australian Business Traveller on Twitter: we're @AusBT