Singapore Airlines Unveils New Destination Focused Safety Video

Indeed, SQ’s video has become more down-to-earth like CX’s video, more cheerful and upbeat if you will, compared to the elegant tranquility of the current one.

Curiously, neither Northeast Asian (CX/NH/JL/BR/KE/JX) nor Middle Eastern (EK/EY/QR) airlines’ safety videos show that aura of tranquility and calm that SQ’s does, despite also having a luxurious premium product. Very few airlines can pull off that luxury vibe in their videos, and I think AF is one of them.

You have articulated my thoughts and experiences perfectly Proximanova, thank you.

SQ is simply the actual 1%.
Their competitors are extremely close but the Asian element of their social identity takes them to the highest obtainable level. And it shows in their work ethic & actual product development. Their FC is on my bucket list without question.

My favorite is at least 2 generations ago - it shows a SQ FA kneeling down to look at a little girl's coloring which transforms into an enchanted forest; relates business class to being as functional as any typical office; and showcases the attentive service in first class as an older couple is enjoying the sunset overlooking a cliff.

Can't seem to find it on YouTube but I can't be the only one that remembers it.

Is SQ going to rebrand at some point, and launch a fresh new look?

My favorite safety video is AF's, while my least favorite is SN's. I'd completely forgot how awful it is until I recently had the displeasure of seeing it again on a recent flight. The flight was solid though with nice service and food.

Why does it need to when their Branding is timeless and just looks gorgeous all around in the sea of generic templates? People identify SQ in the same manner they identify EK or EY, their branding just plays as much role as their services and reputation, it is iconic

"My favorite safety video is AF's..."

Mine, too. And now I have the music from that stuck in my head. Thank you for the ear worm. 🙂

I like the way they connected the oxygen mask instructions to the smell of durian. Pretty funny.

It's because of the background music.
AF's music is similar to others but you got a feeling of chic just because of it's AF..

SQ is one of those iconic brands that you do not play around with akin to most notably Emirates, Louis Vuitton, Moet & Chandon, etc. if they were to do a refresh, it’d have to be very minor and subtle. Maybe a very minor tweak to the colours and typeface. A perfect example would be their branding from 1972-1987.

The livery itself is already timeless as it is, unless you want to mimic every other livery out there with the colors radiating from the tail down to the fuselage a la Lufthansa or Qantas. Heavens, no!

Livery aside, Lufthansa would be a good example. Comparing the two most recent brands on Logopedia, the changes are very subtle to a point of not being noticeable. The only changes would be a slight tweak to the colours and titles; the colour is slightly darker and more modern and the typeface and logo are slightly "thinner" of that makes sense.

This video is absolutely awful, and what has it got to do with tourism for Singapore? Also… they went from a video that showcased class and heritage to… poverty and shantytowns? If I wasn’t aware this was a Singapore Airlines safety video, I would’ve thought it’s a fundraiser for underprivileged families in Singapore.

I’ve lived in Singapore for over a decade on and off, and nothing they featured here except for Gardens By The Bay and Sentosa is actually worth a visit. Heck, I don’t even know most of what they were featuring! And they’ve done Sentosa SO DIRTY… There’s the Capella, Raffles, the Villas at Resorts World… but they’ve featured the Village Hotel??? Don’t even get me started on the video quality and acting…

This is literally the worst safety video I have ever seen being made by a major airline. Even Vietnam Airlines’ video is better than this.