All Blacks rugby stars appear in Air New Zealand Men in Black safety video parody

Kiwi rugby side the All Blacks have starred in an instructional safety video for Air New Zealand sculptured after the Men in Black movie franchise.

The partnership, which will support the side through the Rugby World Cup in England, features All Black players Richie McCaw and Dan Carter, and former England Captain Martin Johnson.

The slot, dubbed ‘Men in Black Safety Defenders’, sees Rip Torn reprise his role as the Men In Black chief from the Columbia Pictures movie. Front and centre is a remixed performance of Will Smith's Men in Black single from the rugby stars.

Emmanuelle Borde, executive vice president of Sony Pictures Entertainment, said: “The creative concept and the parallels drawn between the All Blacks and the Men in Black are really clever. It’s been exciting to help Air New Zealand bring the Men in Black universe to life in this unique way.”

Jodi Williams, head of global brand development at Air New Zealand added: “We’ve worked with the All Blacks on previous safety videos and thought it would be fun this time around to have them step into the shoes of the other highly trained Men in Black. The result is not only entertaining but makes people sit up and take notice of the key safety messages.”

The brand has long been engaged in creating interesting safety videos, in 2013 releasing an animated entry featuring the likes of Snoop Dogg, Barack Obama and the Queen and in 2014 a Hobbit-themed entry boasting the talents of Sir Peter Jackson, Elijah Wood and Sylvester McCoy.

Of course, Air New Zealand in not alone in this practice, Virgin Atlantic blew minds with this musical number back in 2013.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.