What do body paint, Richard Simmons, the Hobbit, rugby football and “Man vs. Wild” all have in common?
They are all themes and characters starring in Air New Zealand‘s in-flight safety videos.
The Auckland, NZ-based network carrier has become famous over the years for its TV and advertising campaigns, tracing back to 2009 when it launched a new marketing initiative titled, “Nothing to hide” which featured over 90 ANZ staff starring an ad wearing body paint instead of their traditional real uniforms. The campaign was designed to be a differentiating factor to promote ANZ’s product as a full-service carrier from its low-cost, no-frills competitors.
Since then, ANZ has taken the fun to the next level: making conventional experiences of travel a bit more enjoyable for the passenger, such as viewing the in-flight safety demo. Consistent with the “nothing to hide” theme, Air New Zealand launched a new in-flight safety video in summer 2009 titled, “the bare essentials of safety” on-board Air New Zealand’s 737-operated flights. The ad featured 4 cabin crew and a pilot in body paint, with New Zealand singer Gin Wigmore’s “Under my skin” playing as the background tone.
Airlines with multiple fleet types have different safety requirements for each type of aircraft they have in service. For example, the safety and evacuation procedures for a Boeing 747-400 are not the same as on an Airbus A320. As such, the carrier often has to provide multiple, if not modified, versions of the safety video to provide the specific instructions to passengers based on whichever aircraft they are flying that day.
To that end, the success of ANZ’s #BodyPaint campaign inspired the airline to channel its creative thought process towards making more outlandish videos across its long-haul and short-haul fleet.
In 2011, ANZ recruited fitness instructor Richard Simmons in conjunction with its “Mile-high madness: get fit to fly” with cuing the safety demos replete with short-shorts, disco lights and 80’s jazzercise dance moves on other versions of its 737s.
Later that year, the carrier featured the All Blacks Rugby football team, which was featured on its Boeing 777s. The following year, as part of the partnership between the airline and the new “Hobbit: an Unexpected Journey” film, ANZ debuted “An Unexpected Briefing,” with an entirely Hobbit-themed safety demo.
The latest version? Today, Air New Zealand re-visted its “Bare Essentials” theme by re-creating the entire approach to in-flight safety videos, and filming the entire seat out in the wilderness, rather than on a plane, in the new “Bear Essentials of Safety.” TV host and survival expert Bear Gryills stars in a 4 minute clip that satires his own show, “Man vs. Wild” by demoing routines such as carry-on stowage, life-jackets, oxygen masks, etc. against the scenic Routeburn Track on the South Island of New Zealand.
Which video is your favorite? Share in the comments below!