Brussels Airlines announces bizarre Euro-pop safety video

Brussels Airlines announces bizarre Euro-pop safety video

We all love a bit of entertainment in our pre-flight safety video to spice up the beginning of our flight (well, most of us at least).

But as airlines get a bit more creative with their safety messaging, some weirder videos are beginning to emerge, with Brussels Airlines taking the cake.

Brussels Airlines has partnered with Hooverphonic, a Belgian Euro-pop group, and advertising agency TBWA for an ethereal flight-safety music video to prepare travellers for the skies.

With some trippy visuals, catchy beats and classic airline safety instructions for lyrics, the video creates a bit of a unique rundown of flying safety.

TBWA creative director Jérémie Goldwasser and senior art director Vital Schippers discussed the project with Muse and revealed how they wanted to spice up the pre-flight video.

“Airlines safety videos are boring enough that they would help you fall asleep even before your plane takes off,” Goldwasser and Schippers said.

“We wanted to break the conventions of a classic safety video, while of course still being clear on safety instructions.”

Goldwasser and Schippers said they wanted Hooverphonic because they’re well known internationally and loved by a wide audience.

“Their premium style fits the premium DNA of Brussels Airlines like a glove,” the TBWA creatives said.

“Making such a large volume of text—which often is quite dry—sound catchy was definitely a challenge.

“(Hooverphonic) nailed it. When we were on set, the entire crew was singing along. Knowing we were all singing about oxygen masks, fire exits and safety belts felt kind of strange. But it was the best compliment we could get.”

TBWA and Hooverphonic manage to ride the line between surrealism and airline safety in this video, which is cool if you love David Lynch films and travelling, but not so great if you just want the straightforward message.

The video will play on flights through to 2025.

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