Qantas’ New Safety Video, Showing “Aussies Being Aussies” Around The World

Nowadays airlines are really creative with their safety videos, and in many cases use them as an extension of their marketing strategy. While Air New Zealand is probably most well known for their safety videos, other airlines have taken the opportunity to insert humor and/or local culture into their safety videos, and for the most part they’ve been a hit with passengers.

In early 2016 Qantas unveiled a new safety video that showcased how beautiful Australia is:

While not laugh out loud funny, I thought the video was well done, and it certainly did a good job marketing Australia. Airlines like Oman Air, Philippine Airlines, and Singapore Airlines, have similarly used their safety videos to highlight their home countries.

It has now been two years since Qantas’ last safety video, and the airline has released an updated version. The way they describe it, the video features “everyday Australians sharing the Aussie spirit with locals in some of the airline’s destinations around the world.” Qantas’ goal is to show off some of the amazing places you can travel in Qantas’ network, and acts as a quick introduction to Australian culture for visitors from overseas.

Here’s a bit more on the video:

Playing cricket on a rooftop in Tokyo, riding in the front seat of a taxi in New York, indulging in a “Tim Tam Slam” in Kruger National Park, north of Johannesburg, and cheering for the Australian rugby team, the Wallabies, in the heart of New Zealand’s All Blacks territory in Auckland are some of the ‘Australian-isms abroad’ featured alongside safety instructions for travelling on Qantas aircraft.

The classic Aussie phrase “no worries” also features in a conversation between a couple traversing the Andes in Chile.

Set to a modern take of the anthemic I Still Call Australia Home, the video starts with a frequent Australian rite of passage as a young woman says farewell to her family at Melbourne Airport and ends with an off-duty Qantas pilot at Cottesloe Beach in Western Australia.

In between, about 20 Australians who are living in or visiting the destinations shown, explain lifejackets, emergency exits and why you should always ask for help if your phone slips between the seats.

The approach is an evolution of Qantas’ recent safety videos that focused on Australian destinations.

And here’s the video:

Maybe I’m in the minority here, but I find the video to be painfully long (seven minutes, seriously?!) and not terribly engaging. Hopefully others feel differently?

What do you make of Qantas’ new safety video?

Comments

  1. I agree. It’s a bit long. Additionally, is there a point where a safety video is too involved that people don’t retain any of the safety information? I honestly was more interested in the places they were going and the imagery over the information.

  2. There’s got to be a point of diminishing returns where we’ve cutesied-up the videos so much that any relevant information is lost in trying to make a forthright passing of critical safety instructions so utterly unlike a passing of critical safety instructions. I’ve only ever found the older Virgin Atlantic cartoon to be remotely passable as a “cute” video. It was short, to the point, and whimsical enough to deviate from the FAs-as-actors awkwardness that abounds on United and Delta, among others. Airlines: Please stop trying to out-cute each other.

  3. At the risk of confirming my reputation as a sour troll…

    I’m not a fan of these marketing-led videos. They steal my time by pretending to be about safety, but instead they’re more about irrelevant corporate boasting “For more than 100 years…” and cliched travelogue (they think I haven’t seen the Empire State Building before?).

    They undermine the safety message by (a) diluting it; and (b) making the video so long that people’s attention will drift. Especially after multiple flights and repetitive viewings (I’m so bored by BA’s Comic Relief video: I’ve lost count of the number of times I’ve sat through, as the jokes get more stale and more tired).

  4. As with every qantas video you share, the ones uploaded into YouTube are the full cut. The ones shown on aircraft are edited down to about 3-4mins.

    Every time lucky

  5. A bit long. I prefer seeing the crew in videos and more of a plane focus. I would agree that some of these videos are a bit abstract to the point of losing the safety messages in the story lines. I’d also prefer the video featuring various Australian locations.

  6. I’m getting really sick of these long safety videos that are just extended ads. This is completely over the top, but still not as bad as the egregious current BA video, that is just in a league of its own when it comes to inducing annoyance.

  7. Alex +1

    As an Australian and regular Qantas flyer I can confirm this too. The actual in flight video is edited down significantly.

  8. This video was so cringeworthy… this video felt forced and unnatural compared to the last video. As an Aussie I feel a bit embarrassed

  9. Would have to agree with you Lucky, it’s too long. Most will lose interest in such a long video.

  10. Oh Vomit – I hate that song!
    “I still call Australia home” – it’s been in use for 30 years – GET RID OF IT !!

  11. As Mentioned above They do one every year now so it’s a 12 month update. Also the release is usually longer than what actually appears on the aircraft. slightly unsure why they do this but I’d be surprised if this is over 5 minutes in it’s on plane form.

  12. As a proud Australian I actually love that video – it’s not tacky in any way and represents the QF network so well with a lovely aussie feeling too

  13. To be honest it’s just a video to get you to visit….and once you get there the price of everything is double compared to anywhere else in the world, you pay a 50% tax rate if you have a 100K a year salary, 60% of the total population receives some type of gov’t assistance and free health care that is funded by the high tax rate…the average Australian can’t even afford to fly Qantas!

  14. It is unfortunate that so many “critics” here have never learnt of such a thing as passive learning. It also seems that creativity without dancing and singing ” a la Virgin America” is lost on the jilted travel audience who inconsistently criticise everything everyone else does without holding up ideas of their own to be criticised.

    I personally found the whole thing entertaining and an interesting way to present what can be for frequent flyers, pretty repetitious information. If CASA thought it was so distracting, they wouldn’t have authorised its use. As an airline with an enviable safety record (despite the odd hiccup), they seem to have safety clearly in focus. Let’s be consistent here Gentlemen!

    Another creative safety video is that on Sri Lankan Airlines although I am waiting for the howls of disapproval there too.

  15. It’s long but will be seriously cut for in flight viewing, they always are. I’m an Aussie and I love it, that song always brings a tear to my eye. Too schmaltzy for some, I know, but it resonates with many of us.

  16. The problem with all these videos is that they are cute and funny only the first 3 times – which is my weekly or monthly schedule – so they get old very quickly and then just become tiresome and long 🙂

  17. I’m Australian and I love it. It actually brought a tear to my eye and even though I no longer live in Australia it shows how as Australians we go all over the world. This perhaps is targeted more for Australians traveling from or to Australia which will be the vast majority of travelers on Qantas planes. I love how it fittingly ends on Cottesloe Beach in Perth my hometown. Love it.

  18. For those who get bored by the (abridged) video on board, it should be noted that Qantas doesn’t only rely on these. I believe they are one of the few airlines where the crew still stands at strategic points throughout the cabin and carries out a demonstration on how to put on the jacket, the gas mask dropping down and point out the lights along the aisle and the exits. As a frequent traveller, I rarely watch the demo and don’t watch the video after the novelty wears off but nevertheless am reassured that QF takes safety seriously. The locations in the video made me both happy and sad as I saw the cities where friends and family are scattered across the globe.

  19. @Lucky BTW I think you need to check Air Seoul’s safety video if you haven’t (at least you didn’t cover it yet).

    I really want your opinion on this.

  20. Now if they could only tell thme difference between Eden Park in Auckland vs the videos aerial shot of AMI stadium in Christchurch. Not that it would increase the wallabies chances of winning on NZ soil any

  21. Yay! I see a section from Singapore. Hello from the top of the Marina Bay Sands hotel… The video works for me (assuming as noted by some folks that there’s a shortened version that’s played onboard the aircraft).

  22. As other readers have said I mostly think its targeted at Aussies and as some one who lives in and was born in Perth I am happy to see Cott beach at the end, personally I quite like it.

  23. I thought it was beautifully done, and I can see how they can edit it down for in flight. Captures a big piece of what makes Australia so special: Australians!

    I’m American, and I never tire of “I Still Call Australia Home” – it is a truly iconic piece of music. It was written in 1980, and rapidly became a global anthem for Australians – many people believe it is the national anthem (it is not).

    I didn’t find it overly sentimental. Your mileage may vary though.

  24. Can we just have flight attendants do this. I mean is it so hard for stupid people to go through the motions instead of producing and directing and casting these mini movies? I guess not. And what moron sits in the front seat of a NYC taxi?

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