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Fasten Your Seatbelts: What Watching Airline Safety Videos Can Reveal About Cultural Values & Identity

Updated: Feb 28

If you’ve flown a lot, chances are that you too have got the airline safety instructions pretty much memorized by now. Most of us could probably present them ourselves at this point, which is why most of us half-watch airline safety videos, waiting for the in-flight entertainment to kick off. But have you ever noticed how some airlines turn safety demonstrations into something much more interesting? They can actually be a window into a nation’s soul.


The airlines that put effort into their safety videos use them as an opportunity to offer a first glimpse into the culture they represent. After a while, you’ll start to notice things like their communication style, how they greet passengers, what they consider appropriate professional attire, and even how they interact with their captains and fellow crew.


From cartoon characters to choreographed dances, with an astute eye, airline safety videos can reveal surprising insights into a country’s culture, values, and communication style. So, let’s buckle up and take a high-altitude tour through the quirks of global heritage, one airline video at a time. While all of these might not be the most contemporary, here are still some of my favorites.

 

1). May We Haveth One’s Attention - British Airways, 2024

 


British Airways’ 2024 safety video, May We Haveth One’s Attention, feels like stepping into a period drama with a delightful twist. From the title alone — grammatically incorrect on purpose — you know you’re in for something clever yet self-aware, attributes of classic British humor. The video leans into Britain’s love of heritage, nodding to the country’s world-famous literary and period piece exports. At the same time, it embraces a newly appreciated dialectal diversity by including a range of accents from across the British Isles. The humor is dry, self-deprecating, and full of quirky juxtapositions that somehow make even the awkward moments endearing. It communicates to passengers that while the Brits might take their heritage seriously, they rarely take themselves too seriously even at 30,000 feet, managing to turn tradition into something witty.

 

2). Runway to Paris - Air France, 2015



Air France’s 2015 safety video is sophistication in the air, transforming routine instructions into a celebration of French chic. Featuring models strutting down an airplane aisle with all the poise of a runway show, the video leans into France’s global reputation as the capital of fashion and design, with every detail carefully curated to feel elegant yet modern. From the modern electronic music to the vogue-like gestures, it nods to France’s global image as a trendsetter. What’s also worth addressing is how the video showcases France’s modern diversity while uniting everyone under the umbrella of traditional French style, emphasizing a shared national identity: we are all French. Even the safety demonstrations are delivered with flair making practicality look effortlessly stylish. It’s a perfect example of how the French tend to approach even the most mundane tasks with a touch of joie de vivre, a focus on beauty, and an insistence that functionality doesn’t have to come at the expense of style.


3). Safety Mudras - Air India, 2024



Air India’s 2024 Safety Mudras video is an absolute masterpiece, turning the standard safety demonstration into a vibrant celebration of India’s proud culture and heritage. The video uses classical & traditional dances from across India like Odissi, Kathakali, Ghoomar, and Bharatanatyam to communicate each instruction with mudras (hand gestures), artistry and grace. Indian dances aren’t just beautiful; they’re rooted in storytelling, a hallmark of Indian classical traditions that reflect the culture’s value of implying messages through subtle, between-the-lines forms of communication. For example, take note of how they pair visuals with intent, such as illuminated lamps standing in for lights, foggy landscapes symbolizing smoke, and every complex movement choreographed to convey a message to the viewer rather than simply inform. Because in Indian culture, simplicity or plainness is typically avoided. Notice also the traditional folded-hands namaste greeting and warm smiles echo India’s deeply ingrained hospitality and respect for guests. There’s a sheer vibrancy of it all - rich colors, intricate costumes, and an overwhelming sense of life as something to be celebrated. With this safety video, Air India manages to weave the country’s cultural depth into even the most functional of tasks, leaving passengers with a reminder that in India, everything — even safety — can be an art form.


4). Animated Heritage - ČSA Czech Airlines, 2013



ČSA Czech Airlines’ 2013 animated safety video is a perfect mix of quirky animation and no-nonsense practicality that feels distinctly Czech. The retro-style cartoon pokes fun at familiar caricature types of people you might spot in Czech society — while the verbal instructions remain straightforward and to the point. This blend of humor and directness feels true to the Czech way of doing things: tell it like it is, but don’t take yourself or those around you too seriously. On top of that, the choice to go with animation is more than just fun — it’s a nod to the country’s proud history of being pioneers in the world of animation. In fact, even during the times of Czechoslovakia, avant-garde artists like Jiří Trnka, Zdeněk Miler, and Josef Lada were shaping the medium in ways that still influence animators today. By tapping into this legacy, ČSA, unfortunately now defunct, wasn’t just keeping passengers entertained — they showcased how Czech culture likes to balances clarity with whimsy.


5). Bowing to Tradition with Kabuki – ANA, 2020



ANA’s safety video featuring Kabuki dancers is a beautiful example of Japanese uniqueness. Choosing Kabuki, with its stylized movements and dramatic storytelling, alongside traditional Japanese drawing reminiscent of Katsushika Hokusai, creates elegance deeply rooted in history. The video reflects Japan’s between-the-lines communication style, where respect, hierarchy, and non-verbal cues are paramount. Every bow and deliberate movement, embodies Japan’s cultural commitment to harmony and impeccable politeness. The flight attendant’s restrained gestures and calm demeanor mirror the Japanese preference for emotional reservation — personal expression is kept minimal, leaving the art forms to convey depth and meaning. Although the rules are strict and presented with clarity, there’s an underlying serenity that makes even instructions to be followed feel graceful, respectful and orderly. For another fun safety video from ANA, be sure to check out their one featuring Pokémon!


6). From Authority in Service to Modern Glamor – Aeroflot, 2017



Aeroflot's 2017 safety video offers a fascinating glimpse into Russia's cultural evolution, moving from its utilitarian, no-nonsense tone of the 20th century to its own interpretation of modernity and cosmopolitan flair. The video’s polished, high-gloss production, complete with attractive actors and a dramatic classical music, reflects a shifting national pride in its perception of a new Russian identity. While the efficiency of its messaging is still present, there’s an evident attempt to blend that with an emphasis on beauty and elegance, something that resonates deeply within Russian culture, where appearance and stature are often given high importance. The flight attendants, though beautifully presented, speak in a voiceover that seems detached, almost artificial, which adds to the heightened sense of spectacle. Despite this, we can infer that Russia is a country that still values hierarchy and authority figures and is in transition trying to find itself as it strives to embrace what it believes is an emerging cosmopolitan identity with a touch of glamor.


7). Animated Video for an Animated Culture – Azul Air, 2019


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Brazil's Azul Air 2019 safety video is a whirlwind of energy, color, and Brazilian flair. Blending samba and bossa nova, it’s impossible not to feel the rhythm and want to dance along. The video is a vibrant celebration with its colorful visuals and diverse cast reflecting the country’s rich mix of people. Even the cartoon characters are lively and expressive and their body movements are just as fluid as the music, alluding to the appreciation of open gesturing in Brazilian culture. But while it’s impossible not to enjoy the infectious energy, the video feels more like an ad for fun than a straightforward safety briefing. There’s even a random Coca-Cola ad thrown in there! The focus seems less on delivering the safety message with precision and more on creating a joyful vibe that leaves you humming the tune after the video ends. It’s a perfect reflection of Brazil itself — festive, lively, and full of warmth. Safety might be the topic, but the real takeaway is the sense of happiness and celebration that comes with Brazil’s infectious energy.

 


Now It's Your Turn


Alright, now it’s your turn to give it a shot. Have a look at these airlines’ safety videos below. What can you infer about each culture’s communication style, values, and approach to formality, hospitality, or even humor based on how they present safety? How do these videos reflect the broader cultural landscape of the countries they represent? (Share your insights in the comments!)


 

Conclusion


As we’ve seen, these videos aren’t just about safety instructions; they give us a peek into the cultural landscapes of the countries they represent. Each video subtly prepares passengers for the cultural environments they’ll encounter. Now, if you're in global sales or marketing, think about this: watching ads within your target market and understanding what cultural values or communication styles resonate with them can give you valuable insights. Next time you fly, don’t just watch the safety video — decode it. It’s not just about seat belts and oxygen masks; it’s about the stories that nations tell the world and themselves. Because at 30,000 feet, culture is always in the air!



Which ones are your favorites? Share your insights in the comments!




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