Page 48 - AdNews Sep-Oct 2021

Air NZ safety videos
They are distinctive, funny, attention-grabbing and get the point across in an entertaining way. The safety video for Air New Zealand is its own genre.
WORDS BY
PAIGE MURPHY
ALAN KANG
Harvey Cameron creative director
Harvey Cameron’s MD made two of the featured safety videos so this presented an interesting challenge for me! Luckily, I’m fascinated by the unique storytelling format — essentially educational content
— and how it has successfully become part of the national consciousness. Certainly few brands could achieve that. Let’s dive in...
Creative Review
MATT WILLIAMS
DDB Aotearoa creative director
You need to say exactly these words, use these seven randomly selected celebrities, be family friendly, but also entertaining for a full four-and-a-half minutes, and still feel fresh after 75 watches. I’ve had this brief, and trust me, it’s not an easy one. So to all the writers: respect.
SHANE BRADNICK
TBWA Auckland chief creative officer
The Air NZ safety videos
have been fantastic for Air New Zealand and brand New Zealand. They’re distinctive, have done wonders for tourism, and I would go so far as to say they’ve helped shape our national identity. The pride people take in the good ones is incredible to see and just what you want for your brand. The good ones are great; the bad ones risky. Considering the global travel situation and the impact it has had on the airline, I wonder if their time has come, but while they lasted they were generally excellent.