McGarryBowen livened-up the flying experience for United Airlines’ customers by adding humor and excitement to the safety video that everyone is pretty much forced to watch before the plane takes off.
The four-minute-long Safety is Global establishes an entertaining mood in seconds. A slow zoom on Rio’s skyline quick-cuts to a Carnival parade jumping along to a Latin version of “Rhapsody In Blue.”
When a uniformed spokesperson emerges through a row of boa-festooned dancers and greets the passengers, the fun begins.
The actual flight guidelines are presented in a dynamic and light-hearted style that runs throughout the video. The standard seatbelt and emergency exit instructions are enhanced with props and an almost self-deprecating nod to slapstick.
Locations change frequently along the way. From the glow of the aurora borealis on the Alaskan tundra to a paper-lantern gathering on the shores of a Chinese pond, the accompanying music rolls with the terrain.
Gershwin sounds especially compelling when interpreted with the oomph of an uptempo Bavarian waltz.
“Safety is Global” was created by McGarryBowen’s New York office, and is scheduled to run on-board all United flights, as well as online.
Advertising Agency: mcgarrybowen
Managing Director, ECD: Haydn Morris
Group Creative Director, Copy: Erik Izo
Sr. Art Director: Felicia Carr
Sr. Copywriter: Frances Beuche
Director of Broadcast Production: Dante Piacenza
Senior Producer: Katie West
Managing Director, Global Music Production: Jerry Krenach
Senior Music Producer: Jean Scofield
Account Managing Director: Joey Ziarko
Account Superviser: Kayla Friedman
Executive Director, Strategy: Diane Epstein
Production Company: Knucklehead
Director: Ben Gregor
Producer: Tim Katz
Head of Production: Christa Thompson
Editorial House: Cut + Run NY
Editor: Jon Grover
Senior Producer: Ellese Jobin
Music House : Yessian
Executive Producer: Brian Yessian
Visual Effects: Framestore
Producer: Nicholas Dziekonski
VFX Supervisor: Raul Ortego
Color Correct: Company 3