Emily Tan
Mar 6, 2013

Air NZ continues viral safety video spree with Bear Grylls

AUCKLAND - Air New Zealand's latest effort in a series of entertaining safety videos stars British celebrity adventurer Bear Grylls of Man vs Wild fame.

Titled "The Bear Essentials of Safety", the video was launched on 26 February online and has already drawn more than 1 million views. Air New Zealand released a teaser video for the video three days ahead of the launch, both online and on New Zealand television—the first time the brand has taken such a step.

Air NZ has drawn recognition for its extremely viral tongue-in-cheek safety videos. Its 'Bare Essentials of Safety' video in 2009, featuring flight attendants clad in nothing more than body paint, has drawn more than 9 million views, and the more recent Hobbit-themed 'An Unexpected Briefing' (featured below) has garnered more than 10 million views. 

The latest installment was filmed in a remote part of the Routeburn Track near Fiordland in New Zealand's South Island late last year. The video shows Grylls roaming about the wild, armed with a giant fish and sustained by glow worms—interspersed with improbable appearances by plane-safety paraphernalia such as oxygen masks and flotation devices. 

The video also features three Kiwi Scouts, in honour of Grylls status as Chief Scout to the UK Scout Association, entomologist Ruud Kleinpaste, a Tuatara and the extinct Moa.

The video was filmed with the support of the New Zealand Department of Conservation (DOC). The creative agency was True and the production was by Exposure.

“Air New Zealand and DOC have developed a deep partnership where we can combine our assets for the benefit of our nation," said Air New Zealand chief marketing and customer officer Mike Tod.

Bear Grylls, continued Tod, was the ideal in-flight safety ambassador. “We hope the global attention this safety video will receive generates more awareness of our amazing country and gets a few more bums on seats," he said adding that the video was well worth the logistical challenges of creating it. 

The launch of the video is bolstered by an online competition with a trip for two to New Zealand from anywhere in the world as prize. The reward includes a 10-day New Zealand holiday with the winner's choice of six adventure activities from a list that ranges from swimming with dolphins in Doubtful Sound to hot air ballooning across the Canterbury Plains.

Source:
Campaign Asia

Related Articles

Just Published

5 hours ago

Starbucks APAC VP Samuel Fung steps down

The former VP of Product and Marketing is a two-time Campaign Power List honoree. He exits the role after nearly 12 years with the company.

7 hours ago

Santander on its shift to one global agency, why it ...

Bank has been rethinking its $1 billion-a-year spend on advertising and communications to drive consistency and effectiveness in age of AI.

14 hours ago

40 Under 40 2024: Tim Lindley, VaynerMedia

Lindley’s work at VaynerMedia, balancing strategic vision and growth with empathetic leadership, makes him a standout figure in the APAC marketing landscape.

15 hours ago

How indies are closing the gap between holding ...

In a true David vs. Goliath battle, nimble independent agencies are defying the "bigger is better" narrative, winning top clients and industry awards with smart investments, speed, and agility.