If you haven’t seen the latest pre-flight safety video that the Delta marketing department created, it’s a riot. It’s the latest in a string of comical takes on the standard (and usually mind-numblingly boring) safety films that anyone who’s flown in the past decade is already familiar with:
OK, so I’m sure you laughed a little bit. But I wanted to break down why this video is such a win from a marketing perspective. Making a funny video is one thing. But making an otherwise dry by necessary production into something that people actually seek out to watch is another feat entirely. Let’s take a closer look:
Humor Increases Engagement
Delta (and presumably the FAA) really do want you to watch their video. The information it conveys could literally save your life. Making the video humorous ultimately serves to get passengers watching, which is a good thing. This is probably the most important lesson for anyone involved in technical writing or user experience: just because your subject is serious doesn’t mean that the message has to be. Of course, the Germans learned this decades ago: here’s the classic example.
Comedy Doesn’t Distract From The Message
This is actually hard to do. But most of the humorous bits relate directly to the message conveyed at that time. For example, when passengers are told to ask flight attendants if they have any questions, they see a business man looking for help with his Rubik’s Cube. And it’s hard to ignore how to deal with oxygen masks, because seeing Arf don his own mask is pretty unforgettable.
No Inside Jokes, But The Humor Is Especially Relevant To The Core Audience
Even if you didn’t grow up in the 80’s, watching the hair metal guitar player store his “ax” in the overhead compartment is going to make you laugh no matter what. So is the guy in the multi-colored track suit dancing the robot as he takes his seat in the exit row.
Even though the video will be funny to most watchers, it connects especially with what’s likely to be the the core audience for Delta marketing department: 30-60 year olds. It starts with watching the straight-laced business man place his Devo energy dome underneath the seat in front of him. References to mullets, Teddy Ruxpin, Gameboy, Atari, croquet, and Tab ensue. And the piece de resistance: seeing Kareem Abdul-Jabbar reprise his role in the classic movie Airplane, as Roger Murdock, the co-pilot.
They Didn’t Overthink It
There are certainly some temporal challenges with the video. Passengers seem to have been transported from 30 years ago to the present. Not only are they seated in a modern 737, but they’re told not to use Wi-Fi, which didn’t exist then. Delta could have stopped halfway through the script to realize “Um… this doesn’t actually make logical sense…”, but they pressed on.
Respect For The Passengers
Perhaps Delta considered yelling (in a thick German accent): “NOW YOO MUST VATCH ZEE SAFETY WIDEO!” But they thought better of that and actually decided to make the passengers’ day slightly better by making them laugh. They even give a nod to those who’ve flown with Delta for a little while: the red-headed girl at wagging her finger is supposed to be the original Delta redhead in their first lighthearted production several years ago.
The Delta Marketing Department Knows How to Connect With Its Audience
This is marketing done right. The Delta marketing department has effectively used humor to make its messaging more effective and to improve its customers’ view of the brand. Now can every other company who thinks it’s too boring to be interesting please take note?!?