Qatar Airways has recently unveiled their new safety video. As it’s described, the video turns the pre-match soccer team-talk into an entertaining safety video that will be shown on board all flights before the end of the year.
The six minute video (darn, that’s long) features soccer stars from Qatar Airways’ ongoing partnerships with AS Roma, FC Bayern Munich, and FIFA. Specifically, the film stars Brazilian footballer Neymar Jr, FC Bayern Munich star Robert Lewandowski, and AS Roma star Cafu.
The way it’s set up, they’re led through the in-flight safety routine by a double act of coach and kitman played by British television regular Jason Thrope and comedic act Ross Hatt.
Here’s how they describe the video:
This is a locker room like never before in which Lewandowski demonstrates how to use a life jacket, where Cafu helps a younger version of himself attach an oxygen mask and where Paris Saint-Germain star Neymar Jr makes a special appearance to guide Qsuite passengers.
Directed by Peter Lydon, who co-wrote the script with award-winning creative agency 180 Kingsday, the six-minute film is designed for Qatar Airways’ global, family audience. Mirroring the airline’s latest campaigns, the film seeks to add a playful spin to a vital part of the in-flight experience.
The Executive Creative Director at 180 Kingsday (which worked on the video) claims that humor has been shown to increase memory, and therefore there’s no better way to communicate such important information.
Here’s the new safety video:
I’ll be the first to admit that I’m not really into team sports (with the exception of curling, the world’s second greatest sport, after the spelling bee), so maybe this isn’t for me. Maybe others will love it.
Personally I can’t help but feel like the video is kind of annoying, unoriginal, and and off brand. Why?
- Annoying: did you hear that singing about a third of the way into the safety video?
- Unoriginal: I feel like Qatar Airways copied the concept from a combination of other safety videos, including those of Turkish and British Airways
- Off-brand: I get that Qatar Airways sponsors lots of sports teams, but when I think of the Qatar Airways flying experience I think of luxury and elegance, and not about a comedy routine with easy jokes
Anyway, just my two cents.
What do you make of Qatar Airways’ new safety video?