Virgin America is sexing up its inflight safety videos with a funky song and dance number which could have come straight from an episode of Glee (or Fame, if we were back in the early 1980s).
The clip will begin screening on Virgin America flights this week but has been released onto YouTube in an undoubtedly Air New Zealand-inspired attempt to spark some viral marketing voom.
You start with catchy music and lyrics created by former American Idol contestant Todrick Hall – round up a posse of singers and dancers from So You Think You Can Dance;and then sign up Hollywood film-maker Jon Chu, whose directing credits include Step Up 2: The Streets, Step Up 3D, Justin Bieber: Never Say Never and G.I. Joe: Retaliation (the odd one out, as it swapped singing and dancing for a lot of shooting).
And here's the result: the #VXsafetydance video (yes, they built a Twitter hashtag into the name in case you didn't realise how Cool and Hip this video is).
Virgin America repeats the familiar Air NZ refrain that the video is intended to make people pay attention to the safety demonstration and its potentially life-saving information.
"How many times have you been on a plane where nobody is watching the safety demonstration?" asks Steve Forte, Virgin America's chief operating officer. "When you look at this video, you'll see how it grabs people's attention."
Virgin America has also shared a 'behind the scenes' look into the making of the #VXsafetydance clip.
Follow Australian Business Traveller on Twitter: we're @AusBT