Alaska Airlines has injected a bit of fun into its new safety briefing, sprinkled with a pinch of nostalgia, with the North American airline reviving the Men Without Hats classic, ‘Safety Dance’.
Alongside convincing people to fly across a continent hit tremendously hard by the coronavirus comes the need to convince them that, when the time is right, it is safe to do so.
Instead of presenting this message in a straightforward format, Alaska Airlines has turned what could have been a run-of-the-mill explainer into a fun, memorable campaign that aims to inform consumers on what policies it has put in place to ensure they are safe from infection when they fly.
It’s up for debate as to whether this form of safety briefing is more digestible than your standard one, but it sure is engaging and makes for great entertainment, even if it may be slightly corny and just a little bit cringeworthy.
Alaska Safety Dance was directed by Warren Fu who is known for his work with artists that include Dua Lipa, The Weeknd, Daft Punk and HAIM. The video was choreographed by Anna Matuszewski, who is known for her work with Macklemore.
“It was refreshing to work on a project with some much needed levity after such a challenging year,” Fu said in a statement.
“You can highlight the importance of safety and still have fun with it. I hope the uplifting energy and enthusiasm showcased by our Alaska Airlines employee talent brings a smile to people’s faces.”
The faces behind the masks are Alaska Airlines’ very own staff.
The airline explained that employees were chosen for the video in a variety of ways, including a few from its Alaska Flight Attendant Drill Team—who dance through the streets of Seattle for the Torchlight Parade and other events around the country to represent the company.
Others were chosen based on workgroups, ability and willingness to dance, and leader nominations.
To prepare, Alaska’s employees were given videos of the choreography in advance and asked to practice at home prior to arriving on set.
“I’ve never danced before in my life,” Michael, a ground service agent at Horizon Air, said in a statement. “I focused on working hard at rehearsal and doing my best to keep up. I kept practicing the moves in order to successfully pull this all off.”
The day prior to filming, employees did a full eight-hour dress rehearsal where the group perfected the moves with the choreographer.
Filmed over two full days in Alaska’s Boeing cabin trainer and the Alaska Maintenance Hangar in Seattle, Alaska said that employees did a phenomenal job showcasing its safety measures in a memorable way.
A production crew of approximately 40 people followed strict safety measures including everyone being COVID tested, masks had to be worn at all times and onsite COVID compliance officers made sure everyone was keeping safety top of mind.
“From the director, to the choreography, the cameras, the music, makeup and hair artists and so on it was like being on the set of a movie,” Natalie, a Horizon Air flight attendant in Seattle, who also starred in the video, said in a statement.
“Everyday was filled with excitement and anticipation. It was very professional, well organised and definitely on my top 10 things in life that I have been a part of.”
“It was such an honour to be part of this campaign,” Orly, an Alaska flight attendant, who was in the video, said. “I have so much pride in this company and it was amazing to get to represent Alaska.”
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