If you’re anything like the BrandHook jet setters you have suffered through a few lackluster safety demonstrations. A line of disinterested airline staff flailing their arms around and blowing seductively into whistles in a bid to prepare you if the plane comes crashing down.

I often wonder what it’s like to be one of those airline staff during a safety presentation. Odds are they are being met by a plane full of blank faces flipping through the in-flight magazine, or sending last minute text messages.

I recently flew with Air New Zealand who with their star-studded safety videos, not only entertain their passengers but also change their habit of disinterest and encourage passengers to think about the underlying safety message.

Their latest offering has seen the Kiwi Airline team up with adventurer Bear Grylls to create a video that ticks all the boxes, utility, entertainment and promotion.

The Bear Essentials of Safety follows global safety video hits such as The Hobbit themed ‘An Unexpected Briefing’, All Blacks themed ‘Crazy About Rugby’ and ‘Fit To Fly’ featuring fitness legend Richard Simmons.

You can check them out here.

The Air New Zealand brand clearly has a personality which isn’t just reflected in its advertising, it lives through touchpoints which other airlines didn’t even think about.  Are you communicating your personality in all your brands touchpoints?