Move over in-flight safety videos - zero gravity is how you get attention

The quirky in-flight safety video has become a bit of a mainstay by airlines in recent years to get attention on the web.

Air New Zealand is probably the best known for this, having collaborated with the likes of TV adventurer Bear Grylls and the production team behind The Hobbit.

But Russian airline S7 could be on the verge of getting a lot of attention on the web after it offered one of its aircraft to American band OK Go to shoot their latest music video.

Fine, you might say - what's so amazing about that?

Well, S7 also allowed the crew to go to greater heights than your average 40,000-feet cruising altitude and film the whole thing in zero gravity.

The band claim the video was shot without any wires or the use of green screens (unlike The Hobbit!).

Clever ploy by the marketing folk at S7 to collaborate on such an idea.

Here it is:

S7 Airlines - OK Go, Upside down & Inside Out HD from firesprite on Vimeo.

And now, of course, there's a "Making Of" video, too: