MEA’S New Safety Video Lifts up from the Ground
The trend of the safety videos in form of lengthy promos has been instigated by Air New Zealand. Other airlines followed suit, mostly playing the humour card. Middle East Airlines, via its advertising agency Horizon FCB, which has been handling their account since 2007, has followed suit with a lengthy video doubling as a touristic showcase of the post-card sites Lebanon has to offer its visitors in a film directed by
of the Bosta movie fame. When asked how MEA eventually decided to ride the bandwagon and how that campaign is different from those other airlines put out, Associate Creative Director, Horizon FCB replied, "By default, airlines’ safety instructions are a pretty stressful subject for the passengers. In order to diminish this stress and communicate the needed message in an entertaining and positive way, airlines started this trend of creating out of the box safety instruction videos. However, each airline chose its own direction in order to create a video that is relevant to its brand identity or to its country of origin."
Aractingi Siham Saad, Philippe