Campy, amusing communication that works
We have all been subjected to pre-flight safety messages hundreds of times. How many have we actively paid attention to? In my case, none. Here is Air New Zealand’s campy, funny version.
This is the only one I have ever paid attention to. It is hilarious and fun to try and pick out which of the dancers is the airline’s CEO (hint: yellow shorts, purple headband).
Put ourselves in the position of the marketing executive who approved this execution. How many of us would have the courage to make fun of the serious subject of airline safety? How many of us would have backed off fearing we would be criticized for wasting money on a gay, non-revenue producing expenditure?
Now that the video has gone viral and is raising the profile of the airline it is easy to imagine we would have OK’d the budget. In reality very few executives have the training and courage to champion the creation of communications as risky and self-confident as this.