Air New Zealand has posted a cheeky job application for a head of safety videos after the latest ‘It’s Kiwi’ safety video was removed following a backlash in New Zealand.
The video, which is the latest in the brand’s long-running strategy of creating entertaining safety videos, featured a remake of the iconic RUN-DMC hit song “It’s Tricky” and Sisters Underground’s “In the Neighbourhood”, with Kiwi actor Julian Dennison and local musicians.
The video was widely criticised in New Zealand for being confusing and hard to understand.
Air New Zealand last week announced it was withdrawing the video and would replace it with the company's 2016 'Summer of Safety' video. The video, which stars Rachel Hunter alongside kiwi athletes and celebrities promotes New Zealand’s Northlands area. Air New Zealand said the decision to switch films was part of the company’s partnership with Northlands Tourism groups.
Air New Zealand then released the mock job application on social media with a note to customers. The ad, which is keeping with the brand’s tongue-in-cheek tone of voice, acknowledged the mixed response to the latest video while calling on customers to help provide inspiration for the next safety film.
Air New Zealand’s safety videos have become an anticipated viral event and serve as an important marketing tool for the airline. Initially created to increase customer engagement with the safety briefings, the films have become global sensations and collectively generated more than 157 million views online.
The ‘It’s Kiwi Safety’ video is the 18th safety video by the airline with previous videos featuring the cast of The Lord of The Rings and The Hobbit movies, as well as New Zealand rugby team the All Blacks, Bear Grylls, and a host of global celebrities.