Clever brands make the mundane fun

Air New Zealand’s latest safety video keeps the clever airline at the top of its game – it won fans worldwide last year with its standout version of the boring old on-board safety video, based on “The Hobbit”

Their latest video again features the All Blacks, this time spoofing the Men In Black movie to get the message across memorably.

Released ahead of the Rugby World Cup in England this month, within just days it was seen by more than 13 million people. Cool stuff for an airline from a country of less than 5 million people!

My tip:
You don’t have to like rugby to see this is partnering at its best! It simultaneously leverages the nation’s loyalty to their famous team and aligns with their success, links with a major U.S. movie studio (again boosting NZ’s growing film-making industry) and sprinkles in cameos with well-known actors and international sports stars, all to a catchy rap version of the safety rules. It’s got appeal across ages, boundaries and genres and it shows us how a smart brand can take something everyone’s doing and then own it! Every business has this kind of opportunity to reset expectations – what’s yours?