The no-nonsense safety video

A new onboard safety film that opens by declaring itself the no-nonsense version, with a cabin crew member spelling out that there are no dancers, no movie characters and no celebrities in it. The trade press read the line as a knowing dig at the airline's own celebrity-heavy advertising history.

The brief

Emirates passengers watching the onboard safety film, from an airline whose ads have often leaned on celebrities.

The idea

The new safety film opens by calling itself the no-nonsense version, as a crew member explains there will be no singing dancers, film characters or comic celebrities this time.

What to borrow

Announcing restraint out loud can itself become the hook, turning a routine safety film into a self-aware brand moment.

Brand	Emirates
Agency	Not named on the source
Talent	Not named
Channels	digital, social
Source	Communicate Online