Singapore Airlines’ New Safety Video: Classy But Unoriginal

Filed Under: Singapore, Videos

I love Singapore Airlines’ branding. For example, their 2013 “The Lengths We Go To” ad campaign was one of my favorites. How can you not love this?

For many airlines, safety videos have become an extension of their marketing strategy. In the case of Singapore Airlines, though, I feel like they had their old safety video forever. While it’s a calming video, it feels outdated. Here’s a (low quality) version of it):

Well, Singapore Airlines has finally unveiled a new safety video, which is a huge improvement over the old one:

On one hand I find the video to perfectly reflect Singapore’s branding, given how calm and classy it is. It would be out of place if Singapore went with a loud or humorous safety video, as some other airlines have done.

At the same time, Singapore Airlines is recycling a concept that many other airlines have used, where the video doesn’t take place on the plane, but rather highlights the local features of a destination. This is something that QantasMiddle East AirlinesOman AirPhilippine Airlines, etc., have done.

So yeah, Singapore’s new safety video is a huge improvement over the old one, though it’s also not terribly original.

What do you make of Singapore’s new safety video?

(Tip of the hat to @jooliang1982)

  1. It is a safety video. It is meant to tell passengers how to be safe during the flight. Not sure if it has to be original, funny, colorful, etc…

  2. I MUCH prefer this over the recent spate of airlines trying to out-cutesy each other with “clever” (I’m using that term ironically) use of pop culture references and internet tropes that are already outdated by the time the video hits the planes. It’s like watching your grandparents try to be “hip” and “with it”. It’s cringe-worthy and leaves me with a sense of fremdschämen for the airline and the actors.

    Plus, they’re funny once, if at all, and those of us who fly repeatedly tune out even more quickly after the second, third, eightieth time some creepy, anthropomorphic emoji tells us to fasten our seatbelts. Same with the singing. Just stop. All of these are detracting from the actual message which, I think, actually lessens the ability of the inexperienced passengers to absorb the safety message itself. Yeah, they’ll grab your attention because they’re god-awful, but how much of the safety aspect is actually being retained? I’d argue very little.

    Having a well-shot video that explains the safety features and procedures in a way that captures your attention without distracting from the message should be the ultimate goal. This does just that. You get a bit of scenery and local flair, but the underlying safety message is loud and clear.

  3. it’s fine for a safety video. The VX one is a totally over-the-top song-n-dance …. literally. The more “in your face” or “viral” a video is initially, the quicker you’ll get sick of it.

  4. My main impression from this was that I should store my otters in the overhead compartments…

    But seriously, it’s a nice, classy, elegant video that fits the tone of the airline. My only complaint is that is a touch over-long, perhaps. That said, the music is soothing, and it’s very nicely shot.

  5. Is it just me or do these videos keep getting longer and longer? Prevents you from watching a movie 🙂

  6. What are those things swimming around at 1:00?

    They look like something out of Edward Gorey.

  7. It’s a tie up with the Singapore Tourism Board to promote Singapore. I guess it killed 2 birds with 1 stone

  8. Its a classy, elegant safety video that fits with the character of the airline. Original or not, its well done, well shot, and communicates effectively – which is what you need a safety video to do.

  9. Personally I love when airlines highlight their hub in their safety video, so I don’t mind that Singapore Airlines recycled the idea.

  10. @Lucky – the “old” safety video you posted in your story is actually two versions ago and was around since the late 90’s till about 2009 or so.

    The new safety video replaces a very similar but more updated version of the “old” one you posted above. (ICYWW, this is the version that just got replaced:

    Everyone was up in arms when this one came out around 2009 because the music in the older one -the one that you posted above- was apparently well liked and people identified it with the brand as ‘the SQ music.’

    Job well done SQ with this one.

  11. @CR – Thank you!

    *hits head against wall for not knowing this on his own*

    And thanks for the link – it links to another David Attenborough documentary on them as well, which I’ll watch later.

    Funnily enough, I honestly don’t think I’ve ever seen footage of otters swimming…

  12. @TravelinWilly – no problem.

    Come to think of it, Singapore Airlines should have gotten David Attenborough to narrate the video…that would have been different 🙂

  13. I watched 4 seconds of it and can tell it’s perfect since it’s modernized. Who watches safety presentations when not on a plane ? CX needs to update too

  14. The issue I have with this SQ one is that it drags on and there’s no variation in the instructions. It makes for a very dry tone, which I guess is the whole Singapore tone. It’s length also ads to that (unless this is not the onboard cut).

    The QF one, which is into its second iteration grabs more of your attention on board. The on board cut is also snappier.

  15. The family of otters were spotted by neighbors in our Singapore apartment building…the family swam in the pool, presumably for recreational purposes only.

  16. It’s an ad for tourist traps. Things are so out of context that it makes just terrible for its intended purpose, to provide clear and essential safety information. Shame on you Singapore Airlines for compromising passenger safety for the purpose of selling tourism.

  17. @SINjim – he probably thinks things are out of context because you’d never be offered peranakan shoes for takeoff, and no one would fasten their seatbelts on a boat…

    No imagination this fella.

  18. Just like your Lucky’s favourite airlines in the middle east, SQ wouldn’t dare show a male
    flight attendant. Sex sells.

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