United Airlines recently released a unique 4 ½ minute in-flight safety video featuring a blue ball on a rolling track that travels through the plane, highlighting crew members demonstrating various safety procedures. This creative approach was adopted to keep passengers engaged during pre-flight safety demonstrations, as people often tend to tune out. According to Meg Mitchell, the creative director at United, the goal was to create a video that people would want to watch repeatedly, even after multiple viewings. The visually pleasing stunt follows a trend of airlines taking a lighthearted approach to important safety announcements.
In the past, airlines have used various gimmicks and themes in safety videos to make them more engaging for passengers. An example of this was a “Lord of the Rings” themed video for Air New Zealand featuring Elijah Wood and Sir Peter Jackson. However, some experts, such as Australian aviation safety professor Brett Molesworth, argue that these gimmicks can be too cognitively taxing, leading to passengers not retaining important safety information. Molesworth believes that introducing storylines or marketing elements to safety videos can negatively impact the retention of crucial information.
United Airlines’ vice president of safety, Sasha Johnson, defended the airline’s decision to use a creative approach in their safety video, stating that it strikes the right balance between capturing passengers’ attention and delivering essential safety information. The airline aimed to create a video that would keep passengers engaged and informed without compromising on the clarity and effectiveness of the safety instructions. Johnson expressed pride in the video and highlighting that it provides fresh information every time, ensuring that passengers are adequately prepared for any emergencies.
The Rube Goldberg-inspired safety video by United Airlines takes passengers on a journey through various safety procedures, including fastening seatbelts and locating emergency exits. The video features a jaunty instrumental soundtrack, showcasing crew members explaining safety elements while the blue ball rolls through the cabin. The visually stunning video is designed to be visually engaging and entertaining, encouraging passengers to pay attention to crucial safety information that could be vital in an emergency situation.
United Airlines’ creative approach to their safety video reflects a broader trend in the aviation industry, where airlines are using innovative and unconventional methods to engage passengers during pre-flight safety demonstrations. The airline aims to create a safety video that stands out and captures passengers’ attention, making it more likely for them to watch the video repeatedly. By combining visual appeal with important safety information, United Airlines hopes to ensure that passengers are adequately prepared and informed while also providing an enjoyable and entertaining experience during the boarding process. The airline believes that an engaging safety video is essential for ensuring that passengers are aware of the safety procedures and can respond appropriately in case of an emergency.
