Whether you’re a frequent flyer or not, you’re probably familiar with the incredibly important, albeit a bit mundane, instructions for flying. You’re sitting with your seat belt tightly fastened, ready to soar into the sky to your destination. Not so fast, though! Before taking off, the flight attendants must run through the safety protocol, so you either uncomfortably crane your neck to watch them act out what to do in case of an emergency, or you’re thumbing through the safety brochure, eyes glazing over and mind wandering, not listening to a thing that’s being said.
It’s not that we don’t care about our safety, but it’s human nature to temporarily “check-out” and not listen to instructions when you believe you already know everything. Our client, United Airlines, is aware of this which is why they have created humorous and thoughtfully produced safety videos that keep their customers engaged.
Guess what? This unconventional video works. I recently flew to Mexico on United and saw their newest safety video which opens with London’s infamous
Abby Road, while an orchestra is seen playing United’s theme music, Gershwin’s “Rhapsody in Blue”. As someone who is guilty of tuning out safety instructions, I immediately focused on my personal screen for this video, as did most others. Not only did they cover safety tips and what to do in case of an emergency, but they reminded their passengers that United flies internationally, they’re a sophisticated carrier and, as managing director of marketing and product development Mark Krolick explains, the video is also meant to illustrate that United is working on being the “world’s most friendly airline”.
It’s difficult to not be considered a friendly airline with a video such as this, especially when you feature a photobombing llama named Frankie! The airline came to Summit Group requesting that we produce plush animals that emulate him, right down to the positioning of his spots and slight grey coloring around his nose. We had a tight turnaround time, but successfully met United’s deadline so they could begin selling the plush toy, along with other safety video related merchandise on the United Shop.
We couldn’t be happier with the way this project turned out and are very proud to work with such a clever client!
P.S. Here’s a little holiday humor from United. Click on the image below and enjoy! See if you can spot Frankie’s cameo…
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