Air New Zealand has released 'Air All Blacks', its latest in-flight safety video and as to be expected in the year of the Rugby World Cup, it's very rugby-themed.
Star of the hit series Suits, Rick Hoffman leads a cast including actor Cliff Curtis, former Black Ferns captain Fiao'o Fa'amausili, former All Blacks arch nemesis George Gregan, plus a line-up of All Blacks from 1987 through to today.
"We are that #CrazyAboutRugby we changed our name to Air All Blacks," Air New Zealand said.
Current All Blacks featured include Captain Kieran Read, Sam Cane, Anton Lienert-Brown and Ryan Crotty. Coach Steve Hansen is also involved.
The airline's general manager of global brand and content marketing, Jodi Williams, says the video shows how rugby is part of Kiwis' DNA.
"Changing our name to Air All Blacks is a fun demonstration of our support for the boys in black. Our people feel a great sense of pride flying the team around the world and both organisations consistently show the world what a huge impact a small nation can make on the world stage," Williams said.
The video also features new music from Six60.
Air NZ has become somewhat of a viral hit machine since it released 'The bare essentials of safety' video back in 2009, which featured airline staff naked but for a lick of paint.
Since then the airline has covered off themes ranging from adventures to Middle-earth, 'air-obics' with Richard Simmons and old school tips from Betty White.
The airline's last creation, 'It's Kiwi Safety', was arguably the most hyped of the safety videos released by the airline; but its time was limited as it was brutally mocked online.
New Zealand First MP Shane Jones labelled the video "cringe", saying it trivialised airline safety.
"I think it's a juvenile mish-mash - it's toneless," he told media at the time of its release.
And the new safety video makes sure to mention the failure of their previous entry, with Rick Hoffman's character even saying at the start:
"I have ask you crazy Kiwis to not have any rapping, and no complicated safety demonstrations..."
Air NZ returned to screening its 'Summer of Safety' video in February and that ran until the release of 'Air All Blacks' on Thursday morning.
"It's been incredible to celebrate both local and international stars, fans and our very own Air New Zealanders over the past ten years," Williams said.
"It's only fitting that this video brings to life something that is distinctly New Zealand – from the grassroots of Rippa Rugby to the nostalgia of the 1987 All Blacks, with a unique modern twist."
Rick Hoffman has long been a fan of New Zealand, and our airline. A tweet he posted praising the airline led to his role in the new video.
"I love New Zealand – the food is amazing and the people are amazing. It’s the way it should be everywhere! I will be thrilled to be recognised on an Air New Zealand safety video," Hoffman said.
The new video will roll out from Thursday across the airline's domestic and international fleet.