Oct 312013

by Debra Cash


Jaded travelers, you think you’ve heard and seen everything there is to know about those canned in-flight safety lectures, but Virgin America decided to rev up the message’s entertainment value (after all, there is no captive audience like people literally buckled into their seats) with a smashing new video that has logged over 2 million views in the two days since it was uploaded to Youtube.

Director Jon M. Chu enlisted songwriter/performer Todrick Hall and choreographers Jamal Sims and Christopher Scott to remix the message compliant with FAA regulations. The video features a high energy ensemble of flight attendants, b-boys and a dynamite kid named Kylie Davis who raps about the oxygen masks. They even got away with a modest double entendre reminding passengers about the all-important inflatable slide.

Media-savvy brand that they are, Virgin has posted a “how we did it” background video that notes that before Sir Richard Branson expanded his empire to air travel, his roots were in bringing music to the people.

Think you have the moves to perform in Virgin’s next installment? Go to here and upload an Instagram video using the #VXsafetydance hashtag. Now that’s what I call cross-platform brand management.

c 2013 Debra Cash


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