Airplane safety is serious business, and laws require that the same vital instructions about oxygen masks and no-smoking signs are made aboard nearly all airlines.
But you've never seen a safety video delivered by TV wilderness survivalist, Bear Grylls. Until now.
Today Air New Zealand began broadcasting on its aircraft "The Bear Essentials of Safety," a video that's literally adventurous — being the first in-flight safety film to be shot fully outdoors.
The cute movie shows Grylls demonstrating flight safety procedures with the help of three trusty Boy Scouts, with funny moments including the "fact" that you could use an oxygen mass "as a portable loo."
The film was shot on location in New Zealand's Routeburn Track, a World Heritage location.
The film hopes to cash in on the same success as Air New Zealand’s Hobbit-themed spoof of Middle Earth, which debuted in November and has attracted 10 million views on YouTube.
Earlier Air New Zealand safety video hits have also included fitness guru Richard Simmons.
The movie also is an obvious effort to cross-promote with Grylls, one of UK's most successful exports — I mean, experts. The adventurer's shows have aired in 182 countries, and he has more than nine million Facebook fans.
Clearly innovation is still happening at the company, despite the departure of turnaround artist CEO Rob Fyfe. The films show the egalitarian style and quirk that have become synonymous with New Zealand’s national carrier under Fyfe.
To max out the potential for brand messaging, non-flyers at dedicated site AirNZSafety.com, where they can enter a contest for a prize trip for two to New Zealand from anywhere in the world.
Take a look at the video, here: