The booming, high-stakes arms race of airline safety videos

Summary

Over the past decade, airlines have spent millions of dollars on safety videos featuring tropical islands and celebrities. Why? My 55-minute flight from Geneva to Zurich didn't land on its first attempt. The A220-100, caught in strong winds, trembled side to side as we descended. And instead of lowering its wheels as we approached the runway, the airplane accelerated high into the sky at the last second. My heart pumped. Thirty minutes later, the pilot tried again. The man to my left prayed. The one to my right braced. The one in front kept snoring. "Really?" I wondered. This is the flight with my name on it? This 55 minute, Costco sample of a flight?” This time, it was a success. I had just experienced my first aborted landing. As they say, you never forget your first. I would fist bump the pilot on my way out, and then sprint across the Zurich airport to catch my flight to San Francisco. But I was forever changed. My experience made me think about safety in a way I hadn’t before: I became someone who pays attention to the airline safety videos. And what I noticed surprised me. The airlines weren’t just making safety demonstrations. They were making entertainment, engaging in an arms race to make their safety videos bigger, better, and frankly: more ridiculous. To track this evolution, I analyzed hundreds of airline safety videos spanning thirty years. And then, I took them apart. I dissected their locations, music, and celebrities. The airline safety video has evolved. But has it made us safer? “It’s a party, it’s a party, it’s a party…” The first clue that airline safety videos are drawing more attention lies in one of the most unforgiving corners of the internet: YouTube. The comments section for British Airways’ 2024 safety video, May We Haveth One’s Attention, is a party. User marjiscriven9657 loves how “the Scotsmen buckled on their seatbelts while on horses!,” while SomaelTentacleHair confesses that he watched the full video from the comfort of his home. Bri...