By Amy Houston, Senior Reporter

April 25, 2024 | 3 min read

The fast-paced spot has given inflight safety films a Hollywood makeover, taking them from boring to dynamic and landing it our favorite ad today.

Tui has reinvented bog standard flight safety films and reimagined them through the lens of world cinema. What this spot, ‘A Global Film’ by Leo Burnett, does well is not only engage the viewer with each thrilling scene, but also advertises the range of destinations the airline goes to.

Cleverly, throughout the spot, each scene takes inspiration from a different genre popular in or made famous by a country that Tui flies to.

The ad is ambitious, too, at a whopping nearly five minutes long. It also involves working with Bollywood choreographers, dance troupes and historical clothing experts to create a truly authentic film.

Its attention to detail, paired with the craft and humor, is extremely entertaining in a typically quite boring category.


Chief creative officer: Mark Elwood

Creative director: Rob Tenconi and Mark Franklin

Creative copywriter: Helen Rogerson

Creative art director: Owen Hunter Jenkins

Designers: Tomek Drozdowski and Phil Bosher

Planner: Aileen Baker

Business lead: Lauren Martin

Account team: Robert Ellen and Selen Demirel

Agency producers: Dominique Strouthos and Samuel Smith

Clients: Christian Torres, Philipp Michel, Felicity Walker and Jennifer Litherland

Production company: Missing Link Films

Director: Alicia Macdonald

Producer: Ben Link

Executive producer: Heather Link

Production manager: Sorcha O’Sullivan

Casting: Emma Garrett, Garrett Casting

Dop: Benedict Spence

Costume: Sharon Long, Barbara Kuznar and Eka Bichinashvili (Bg)

Service company: Abroad Films (Bg)

Service producer: Attila Horvath

Line producer: Anatoli Netchev

Production designer: Eva Ventova

Hmu: Svetoslava Slavova

1st AD: Denys Shvets

Camera operators: Julian Atanassov and Kaloyan Ignatov

Stunt coordinator: Teodor Tsolov

Offline editor: Phil Hignett, Marshall Street Editors

Post-production company: Elmntl

Post-supervisor: Antonio Jimenez

Post-producers: Rosanne Crisp, Jenna Le Noury

Grade: Simona Cristea, Coffee&TV

Audio post-production: The Futz Butler and Joe Marsden, Elmntl

Music supervisor/producer: Calum Price, Big Sync

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