Alaska Airlines Channels Men Without Hats Classic, In Fun New Safety Video
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.
Image source: Alaska Airlines
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.”
Please login with linkedin to comment
Alaska AirlinesLatest News
New Travel Marketing & PR Agency Helm Launches
NEW TRAVEL MARKETING AND PR AGENCY HELM LAUNCHES Specialist team ready to drive industry recovery and promote purpose-led brands post pandemic Senior tourism marketing and communications specialists Andrew Cavallaro and Rachel Jones have joined forces to launch Helm, a new purpose-driven marketing and communications agency supporting like-minded brands.
Raft Digital & Codisto Announce Partnership
As Codisto’s first Australian specialist marketplace agency partner, Raft Digital will support some of Australia and New Zealand’s most loved brands in leveraging this unique marketplace technology.
OZ Design Furniture To Undergo Digital Transformation Journey With UnDigital
No lounging around here.
NGINX Launch Parodic “Investigative Reporter” Campaign Via The Misfits Media
The latest NGINX campaign is live as The Misfits Media Company, and NGINX creates parodic ‘investigative reporter’ content with Dan Ilic on the streets of Sydney. The Misfits recently partnered with the APAC marketing team at NGINX to take an investigative deep dive into the world of mobile apps as the good, bad and (even) […]
Trade Publisher AMT Acquires Radio Today
Trade publisher AMT Pty Ltd has announced the acquisition of Radio Today, the Australian media and marketing sector’s go-to source for radio news, analysis, ratings and jobs. AMT currently publishes Radioinfo in Australia & New Zealand, Asia and Africa, and was a key partner in bringing the annual Radiodays conference to Asia. Radio Today will continue to […]
Aussie Icons Peter Alexander And Paddle Pop Team Up For New Collection
You can now buy Paddle Pop-themed pyjamas. Although Magnum, Gaytime or Zooper Dooper arguably sounds a lot sexier.
IVE Acquires Active Display Group & AFI Branding Solutions
IVE Group announces new acquisitions & yet further confirmation it's not spent lockdown watching bad daytime television.
MediaHub Australia Appoints Chief Operating Officer As Part Of Major Restructure
Mediahub Australia has made its most significant restructuring to date, as it positions itself to professionally manage the changing world of broadcast technology and consumer viewing habits. The most significant new appointment, and one of many, is Scott Jolly being promoted to the role of chief operating officer. As COO, Jolly now has full responsibility for the […]
Life In Lockdown: How The Trade Desk’s Melbourne Office Has Become One Of The Most Successful In The Business
For Melbourne, the past 18 months have been largely dictated by the COVID-19 pandemic and lockdowns. Despite this, The Trade Desk has managed to establish one of its most successful offices. Here, The Trade Desk lead director, client strategy, Kali Guillas [pictured], explains how the Melbourne office has managed to thrive. We are in a […]
Two Gs Spices Up Roster With Mad Mex Win
Independent creative agency Two Gs, started by creative directors Matt Geersen and John Gault, has been appointed by Mad Mex.
Nine Network Prepares To Re-Sign NRL Contract For A Cool $600 Million
Reports Seven & 10 were chasing the NRL rights appear untrue. Again, not the first nor last time B&T's spun you a line.
The Monkeys And Mountain Goat Beer Do ‘Suits’ With New Campaign “Goat, Goat & Goat – Attorneys At Law”
Who doesn't love to have a beer brand on the agency's books? Well, zero-alcohol and fruit-infused aside, that is.
Krystyna Frassetto Promoted To Managing Director of M&C Saatchi Sport & Entertainment
Krystyna Frassetto appointed MD of M&C Saatchi's Sport & Entertainment and can quote Don Bradman's batting average.
“I Do Sh*ts With More Backbone Than You!” Hannah Gadsby Calls Out Netflix Executive Over Dave Chappelle Comedy
Australian Comedian Hannah Gadsby has slammed Netflix executive, Ted Sarandos after he used Gadsby’s presence on the platform to defend Dave Chappelle’s new comedy special on Netflix. Chappelle’s recent comedy special, The Closer, which debuted on Netflix last week, has been met with backlash, after Chappelle used his special to discuss transgender and gay people, […]
Samsung Launches First Branded Podcast In Partnership With Acast
Acast has announced its partnership with Samsung Electronics Australia to produce and distribute the company’s first branded podcast within the Australian market. The Rule Benders podcast will feature conversations with extraordinary Australians who have bent the rules, defied convention, and redefined what is possible. Rule Benders is a six-week branded podcast campaign, with a new […]
“The Internet Has Been Won!” TV Reporter Goes Viral After Skateboarding Through Silky Smooth Live Report
Skateboarding TV reporter owns the internet. Stranger yet, not one do-gooder moaning about his lack of helmet.
“Complete Vindication”: Copyright Tribunal Accepts New Licences From Isentia & Meltwater Following Four-Year Battle
It's said only the lawyers win in these defamation cases, but the lawyers' BMW dealership & Tiffany jeweller also win.
Bankwest Launches “For The Love Of Less” Campaign Via Union
Think your non-existent savings and massive credit card debt deserve a lot better? Give this Bankwest spot a look-in.
DocuSign Encourages Businesses To ‘Next Time, DocuSign’ In New Campaign Via Hardhat
DocuSign Australia this week unveils its first work with independent creative agency, Hardhat, encouraging people to ‘Next time, DocuSign’. Spearheading the campaign is an influencer series featuring entrepreneurial business leaders Janine Allis, Jules Jund and Emma Isaacs sharing stories of oversights and slip ups during important business deals. The three ‘That time I screwed up’ […]
Sunday TV Wrap: The Block Wins The Night With Over A Million Viewers For Backyard Reveals
Do you ever watch The Block and secretly concede "my relationship simply could not survive a bathroom renovation"?
Experience Design Agency Imagination Announces New Hires
Global experience design agency Imagination, has expanded its Sydney team, with the appointment of two new key hires. Ashley Diamond (pictured below), with over 18 years experience across large scale events and broadcast quality content production, joins as project director to continue driving the growth of Imaginations’ largest clients. “The people, the work and the […]
DoorDash Launches First Australian Brand Campaign “We DoorDash” Via Cummins&Partners
Lockdown got you thinking you'll never leave the house again? DoorDash (& Jimmy Brings) makes it a distinct possibility.
And So It Begins! Michael Hill Jeweller Launches Its Christmas Campaign Via CHE Proximity
First of the Chrissie ads are here! So brace yourself for an avalanche of turkeys, nauseating families & Curtis Stone.
Switch Appoints Matt Watson To Technical Director
Switch, an award-winning digital agency has announced the appointment of Matt Watson as its technical director. Watson joins Switch at an exciting time as the business focuses on its growth strategy and bringing the best talent in the market to deliver exceptional outcomes for customers. Watson is the most recent talent appointment by Switch, after […]
Gumtree, CarsGuide & Autotrader Announce Leadership Changes
Gumtree, CarsGuide & Autotrader announce leadership changes, all of whom can get you a top deal on a 2018 Suzuki Swift.
Sailor Jerry Rolling Stone Australia Awards To Return For 2022, Featuring Live Music Roadshow
Rolling Stone Australia publisher The Brag Media has announced that the Sailor Jerry Rolling Stone Australia Awards will be back for a second year in 2022, with a star-studded party to reunite the music industry following extended lockdowns. For the first time, a free live event series will spearhead the return of live music in […]
“Dangerous, Irresponsible, Unethical”: Young Adlanders Are Having Their Say About Climate Change In Comms Declare’s Future Leaders Survey
Adland declares time's up for fossil fuel polluters. B&T stresses that doesn't extend to the service station meat pie.
It’s Time To Put The Creative In CTV: Take Part In B&T And Unruly’s Connected TV Survey!
This easy survey is a mere five minutes of your time. Okay, 10 minutes if you're a bit on the dopey side.
Leo Burnett Releases Major Study Into Post-Lockdown Australia
Has COVID made you look deep down inside yourself? If it hasn't, why not just steal from this 109-page Leos report.
DDB Melbourne Snares whiteGREY’s Katie Firth As Managing Partner
DDB Melbourne nabs Katie Firth for managing partner role. Goes against the typical Melbourne all black for press photo.
