Qantas is probably holding its breath for a backlash on the web after it emerged that a new John Travolta-fronted air safety video had angered cabin crew and pilots.
Hollywood star and a qualified pilot in his own right, Travolta is the airline's celebrity ambassador and is currently topping and tailing the in-flight passenger film on the Airbus A380.
"This is your captain speaking - well, maybe not today," smirks Travolta in the 3m35s film. "But I can guarantee that the guys on the flight deck and the greater team care just as much about aircraft safety as I do."
Here is the clip
But it has since emerged that some crew have turned to web chat rooms to shout their disapproval, albeit anonymously, meaning the story is getting picked up quickly in the mainstream media, such as Fox in the US and others.
Qantas staff feel that they already have a ready-made hero in the midst - rather than a prefabricated version from Hollywood - in the guise of Richard de Crespigny, the captain credited with saving over 450 passengers and crew when a Qantas A380 suffered engine failure shortly after leaving Singapore for Sydney in November 2010.
The airline is currently standing firm over the video, telling the Australian Sunday Telegraph newspaper that it had received only positive feedback from staff and passengers. "We're really happy with the video and we thinks it's really engaging," an official told the paper.
Perhaps the airline is happy for the time being, but as Qantas knows full well, social media can be a powerful tool (it's CEO blamed Twitter for causing the share price to slump during the A380 incident) and there will be many wondering how long until the Travolta version is quietly replaced.