Back in April I shared details of the new American Airlines safety video. The airline held off releasing it because of the Covid-19 pandemic. I only posted an 18 second snippet to offer a taste, looking forward to the airline’s planned release.
Now, however, the video is playing temporarily on 70 aircraft so I’m happy to share it in full. JonNYC pointed out that the safety video was loaded and then pulled, but some aircraft will be flying with it for a few days. In fact on Monday a message went out to flight attendants explaining the situation with the new video.
Over a year ago, we filmed a new safety video featuring many of our colleagues, our new uniforms and our commitment to caring for people on life’s journey. While we intended to roll it out last spring, we pressed pause because of the pandemic and postponed the video’s release to December. While it may sound easy, loading a new safety video requires months of lead time. Given recent circumstances, we decided the right thing to do was to delay launching the video, again, this time until 2021. Based on the lead time required on certain IFE systems, you may see the new video on approximately 70 of our aircraft where we were unable to stop the new video from loading.
Our Tech Ops teams are working quickly to remove the new video from these aircraft as soon as possible and replace it with the current/old video. And in the new year, we’ll focus on continued safety efforts, including helping to transport vaccines as they become available. When the time is right, hopefully later in 2021, we’ll celebrate the new safety video. We wanted to give you a heads-up since the new safety video does not reflect changes we made in response to COVID-19 since it was filmed long before the pandemic began.
There will be coronavirus-related changes to the video when American debuts it formally, but here’s the version that was originally intended to be debuted in April:
While American Airlines has largely been using the slogan “caring for people on life’s journey,” and that phrase makes an appearance here (“it’s our honor to care for you on your journey”), this video ends with ‘we fly so you can soar’.
Two years ago Air New Zealand’s safety video “It’s Kiwi Safety” had a cast of 600. It’s not clear how many people appear in ‘Safety at Scale’ but the meaning here seems both suggestive of the number of cast in a couple of key scenes, using people to do things like form the American Airlines logo and a no smoking sign, and to suggest just how large what was in normal times the world’s largest airline.
This new video isn’t as chic as the last one. Still, it’s visually interesting. The new video features the airline’s new uniform. It doesn’t make a play at humor, though at the 2 minute mark a cabin crew member breaks formation slightly to wave at the camera.
I’m not sure there’s an improvement here compared to this video produced a decade ago. It’s a very normal airline safety video, though, and normal is what I think we’d all like more of right now.