Malaysia Airlines turns flight safety video into star-studded musical
Who says in-flight safety videos have to be boring? Malaysia Airlines (MAB) brings a Malaysian musical touch to its new flight safety video titled “Satu, Dua, Tiga, Jom!” by blending Malaysian arts, culture and music with aviation safety. The in-flight video begins with a backdrop of harmonic melodies as its Malaysian cabin crew and performers, draped in Malaysian tradition baju kebayainvite passengers to watch a safety demonstration video.
They then proceed to demonstrate eight easy-to-follow steps on safety do’s and don’ts in a musical narration by prominent Malaysian personalities and figures, including Olympic gymnasts, rock bands and Harimau Malaya Football Club. Malaysian Airlines has decided to take a different approach to its in-flight video, engaging its passengers with a refreshing musical instead of the usual serious-toned safety videos.
The video was directed by producer and founder of The Dernieriti Creative Universe, Tiara Jacqueline, and co-directed by actor and director Yusry Abdul Halim. The video features cameos including Dr. Mazlan Othman, Malaysia’s first astrophysicist; Farah Ann Abdul Hadi, artistic gymnast; Dr. Jemilah Mahmood, founder of MERCY Malaysia; and Francisca Luhong, Miss Universe Malaysia 2020 among others. The new concept aligns with the new way consumers work and travel and aims to showcase Malaysia’s diversity while emphasizing the importance of on-board safety. The video will be shown on planes starting in August this year.
Lau Yin May, Director of Marketing and Customer Experience of MAB Group, explained that the new in-flight safety video is part of MAB’s efforts to improve passengers’ in-flight experience to make their journey with the even more memorable airline.
“As a national carrier, we have always strived to support our national heroes and brands through our extensive partnership in sports, CSR initiatives, performing arts, local businesses and many more. , as we share a collective responsibility to serve our nation and our flag with pride every day,” she said. Jacqueline said they were touring for three intensive days and nights with a crew of 150 performers, a technical team as well as Yusry Halim, with the MAB team, while observing the Ramadan fast.
MAB isn’t the only airline to put a different spin on its flight safety video. In 2017, Singapore Airlines, for example, rolled out a video that takes viewers on a scenic journey through various locations in Singapore beyond the traditional space of an airplane cabin. The film features the Singapore girl traveling to familiar sights in Singapore such as Boat Quay, Intan Peranakan House Museum, Henderson Waves and Gardens by the Bay. At each location, she encounters different characters engaged in different activities that “creatively demonstrate” the safety guidelines.
Meanwhile, Air New Zealand released its new flight safety video in May featuring the story of Tiaki, a young man who boards a flying canoe and sets off on an adventure through Aotearoa. With the help of Air New Zealand and Julie (a character who embodies the rest of New Zealand), he visits four Maori guardians including Papatūānuku (the land), Tangaroa (the sea), Tāne Mahuta (the forest) and Ranginui (the sky). Along the way, he seeks advice from these Guardians on how best to deal with them.
The airline worked closely with the New Zealand Māori Arts and Crafts Institute to design the waka and its carvings. From there it was transported to the various filming locations and transported on cables to create real shadows and textures for post-production. In 2014, the airline celebrated the third and final film in The Hobbit trilogy – The Hobbit: The Battle of the Five Armies with the most epic safety video ever starring Elijah Wood and Peter Jackson.
Separately, British Airways also infused humor into its safety video in 2017, partnering with Comic Relief and celebrities such as Ian McKellen, Rowan Atkinson, Gordon Ramsay and Chiwetel Ejiofor, among others.
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