Airline safety videos are not a form of advertising. However, they are a great exercise on how to retain the attention of a distracted, anxious audience to watch and listen to a message they have heard a thousand times. There are GREAT LESSONS to apply to advertising in here.
These safety videos have gone through a great transformation during the past few years. Here are some 5 and half good (and 2 not so good) tactical strategies used by safety videos to confront the challenge of attracting the passengers attention that you can also apply to TV and Digital Advertising.
Delta stepped out of the comfort zone with this safety video (10 years ago!) that catapulted “Deltalina” to fame and glory!
Strategy #1: Mesmerize
Delta
Strategy #2: Make them Smile
Air New Zealand
Strategy #3: An Epic Nerdy video. A celebrity and an appeal to pop culture cues
Turkish Airlines
Strategy #4: Bring a viral video influencer and Amaze
Virgin
Strategy #5: Bring the Groove. Music and Rhyme
Thomson Airways
Strategy #5: Charm
Delta (yes, the masters of safety video variety and, many times, originality)
Strategy #6: Appeal to the OMG! with a walk down the 80s Boulevard of Shame. Similar to #3, an appeal to pop culture cues. What is different? it is an anachronic one.
British Humor. It is a cultural thing. For the rest of the world, it might easily go over the top with slow pacing, untimed triggers, and too much relying on the charisma of the characters. Interestingly enough, the “director” is much closer to the American humor tactics, though!
You are… feeling… calm… distracted… going to sleep… missing the message