MEA’S New Safety Video Lifts up from the Ground

ArabAd - - WHO DID WHAT -

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

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