Airline safety videos have come a long way since the introduction of in-flight entertainment screens in the 1980s. Over the last couple of decades, the utilitarian approach has given way to pop-cultural references, football teams, and musical theater. The most recent play for a more eye-catching safety instructional film comes from Brussels Airlines. The flag carrier has partnered with Belgian rock group Hooverphonic, and the band has written a new safety-themed song, especially for the airline and its passengers.
The new safety video will feature on Brussels Airlines’ long-haul flights starting today, Monday, August 1. The four-minute clip was directed by Jan Boon and supported by virtual reality production house Studio Regie. Among other sources of inspiration tied to Belgian artists, it features instantly recognizable themes from René Magritte’s surrealist paintings.
Michel Morieux, Head of Marketing for Brussels Airlines, commented on the project,
“The safety instructions we give on board at departure are essential. Safety is our priority but that is not a synonym for bland at Brussels Airlines. For years we have tried to attract the attention of our passengers with humor and creativity. The result of the unique collaboration with Hooverphonic is the perfect example of this. We are very happy that our Belgian pride has taken up the challenge and pulled out all the stops to create a surprising song and clip that will be going around the world from today. ”
The video will air on the carrier’s long-haul flights starting today. Photo: Brussels Airlines
Glad to have persevered
Among many other achievements since the band’s conception in 1995, Hooverphonic represented Belgium in the Eurovision Song Contest held in Rotterdam 2021 with the song The Wrong Place (they finished in 19th place in the final).
On August 1, the group surprised departing passengers at Brussels Airport with a short and intimate set at one of the gates. Apart from the newly composed world premiere of the airline safety track, the set included two of the band’s own songs.
One of the band’s members. Alex Callier, commented on the unusual assignment,
“When Brussels Airlines asked Hooverphonic to write a song with the text of the safety instructions, I really thought it would be impossible. But at the same time, I love that kind of challenge and we went for it. I’m glad I persevered. After a few tries, we are now ready for take-off! “
The band performed the new song by one of the gates at Brussels Airport on Monday. Photo: Brussels Airlines
This is not the first novelty safety instruction video from the Lufthansa Group carrier. Like many other airlines, it has previously turned to cartoons to draw people’s attention away from their phones and toward seatbelts, emergency exits, and oxygen masks. Before that, the airline enlisted the help of the Belgian national football team, the Red Devils.
What do you make of Brussels Airlines’ new collaborative safety video? Are these types of productions necessary to make people pay attention, or is a more practical approach enough? Do you have a favorite? Leave a comment below and share your thoughts.