Air New Zealand's controversial Sports Illustrated 'swimsuit safety video' was released overnight, and it's a fair bet the Kiwi carrier is bracing itself for a social media storm as travellers anybody and everybody watches the clip and them chimes in to have their say.
Critics were quick to pile onto AirNZ when the airline revealed a behind-the-scenes teaser of its 'Safety in Paradise' video, produced in partnership with Sports Illustrated and featuring swimsuited supermodels including Australia's own Jessica Gomes.
Air New Zealand was forced to leap to the video's defence, pointing out that being shot on the idyllic Cook Islands made it "entirely appropriate" that the ladies wear bikinis.
Now it's time to see the full-length safety video which will begin screening on AirNZ flights over the coming weeks.
And in case you missed it, here's the original 'sneak preview' which got everybody talking.
Air New Zealand is well known for its decidedly different safety videos, which are as much a global marketing tool as a way to ensure your seat belt is indeed fastened low and tight.
"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 its 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