Ad of the Day: Tui’s action-packed, cinematic twist on airline safety videos
The fast-paced spot has given inflight safety films a Hollywood makeover, taking them from boring to dynamic and landing it our favorite ad today.
Tui has reinvented bog standard flight safety films and reimagined them through the lens of world cinema. What this spot, ‘A Global Film’ by Leo Burnett, does well is not only engage the viewer with each thrilling scene, but also advertises the range of destinations the airline goes to.
Cleverly, throughout the spot, each scene takes inspiration from a different genre popular in or made famous by a country that Tui flies to.
The ad is ambitious, too, at a whopping nearly five minutes long. It also involves working with Bollywood choreographers, dance troupes and historical clothing experts to create a truly authentic film.
Its attention to detail, paired with the craft and humor, is extremely entertaining in a typically quite boring category.
Credits
Chief creative officer: Mark Elwood
Creative director: Rob Tenconi and Mark Franklin
Creative copywriter: Helen Rogerson
Creative art director: Owen Hunter Jenkins
Designers: Tomek Drozdowski and Phil Bosher
Planner: Aileen Baker
Business lead: Lauren Martin
Account team: Robert Ellen and Selen Demirel
Agency producers: Dominique Strouthos and Samuel Smith
Clients: Christian Torres, Philipp Michel, Felicity Walker and Jennifer Litherland
Production company: Missing Link Films
Director: Alicia Macdonald
Producer: Ben Link
Executive producer: Heather Link
Production manager: Sorcha O’Sullivan
Casting: Emma Garrett, Garrett Casting
Dop: Benedict Spence
Costume: Sharon Long, Barbara Kuznar and Eka Bichinashvili (Bg)
Service company: Abroad Films (Bg)
Service producer: Attila Horvath
Line producer: Anatoli Netchev
Production designer: Eva Ventova
Hmu: Svetoslava Slavova
1st AD: Denys Shvets
Camera operators: Julian Atanassov and Kaloyan Ignatov
Stunt coordinator: Teodor Tsolov
Offline editor: Phil Hignett, Marshall Street Editors
Post-production company: Elmntl
Post-supervisor: Antonio Jimenez
Post-producers: Rosanne Crisp, Jenna Le Noury
Grade: Simona Cristea, Coffee&TV
Audio post-production: The Futz Butler and Joe Marsden, Elmntl
Music supervisor/producer: Calum Price, Big Sync