Why I Spent 3 Hours Watching Airport Safety Videos for Fun, and What Brands Can Learn From It
Let’s talk about the most ignored ad format in human history: the airline safety video. Those 90-second instructional reels that supposedly tell you how to survive an aviation emergency but mostly tell you nothing you don’t already know. Except, I recently went down a rabbit hole and found myself watching, rating, and rewatching dozens of these corporate masterpieces. From Air New Zealand’s Hobbit-themed epic to Virgin America’s choreographed musical number, it turns out there's a lot buried in the tired template of seatbelt tutorials.
What makes these videos weirdly fascinating is that they are marketing masquerading as public service. Captive audiences, full attention (from guilt or boredom), and zero distractions. It’s possibly the only appointment viewing that's left in advertising. But here’s the kicker: the best ones don’t just entertain. They subtly reinforce brand values without banging you over the head with a slogan. Singapore Airlines exudes quiet luxury. Qantas leans into emotional nationalism. Air New Zealand, well, throws a sheep at the screen and dares you to forget them.
For creatives in design and advertising, there's a lesson in this strange format. Constraint breeds invention. Thirty years ago, all airlines used the same monotonal delivery. Now it's a global mood board of tone, culture, and budget. The safety video became a tiny film project with measurable stakes—watch rates, attitude shifts, even international awards. If a static format like this can evolve and emotionally hook millions, what's stopping other stale collateral from doing the same?
Next time you’re tempted to crank out another templated onboarding video, ask yourself: what would Air New Zealand do? The answer might be elves. Or an entire orchestra in wetsuits. Either way, it won’t be forgettable.
What makes these videos weirdly fascinating is that they are marketing masquerading as public service. Captive audiences, full attention (from guilt or boredom), and zero distractions. It’s possibly the only appointment viewing that's left in advertising. But here’s the kicker: the best ones don’t just entertain. They subtly reinforce brand values without banging you over the head with a slogan. Singapore Airlines exudes quiet luxury. Qantas leans into emotional nationalism. Air New Zealand, well, throws a sheep at the screen and dares you to forget them.
For creatives in design and advertising, there's a lesson in this strange format. Constraint breeds invention. Thirty years ago, all airlines used the same monotonal delivery. Now it's a global mood board of tone, culture, and budget. The safety video became a tiny film project with measurable stakes—watch rates, attitude shifts, even international awards. If a static format like this can evolve and emotionally hook millions, what's stopping other stale collateral from doing the same?
Next time you’re tempted to crank out another templated onboarding video, ask yourself: what would Air New Zealand do? The answer might be elves. Or an entire orchestra in wetsuits. Either way, it won’t be forgettable.