TaiÂwanese airÂline EVA Air’s pre-flight safeÂty video is a genÂuine oddÂiÂty in a field litÂtered with creÂative interÂpreÂtaÂtions.
Ten years ago, airÂlines were straightÂforÂward about comÂplyÂing with the InterÂnaÂtionÂal CivÂil AviÂaÂtion OrgaÂniÂzaÂtion, the FedÂerÂal AviÂaÂtion AdminÂisÂtraÂtion, and othÂer govÂernÂing bodÂies’ requireÂments. These instrucÂtions were seriÂous busiÂness. ChilÂdren and othÂer first time travÂelÂers paid strict attenÂtion to inforÂmaÂtion about tray tables, exits, and inflatÂable life vests that jadÂed freÂquent flyÂers ignored, conÂfiÂdent that most take offs and landÂings tend to go accordÂing to plan, and the overÂwhelmÂing numÂber of planes tend stay in the air for the duraÂtion of one’s flight.
What about the ones that don’t though? There are times when a too-cool-for-school busiÂness travÂelÂer seatÂed next to an emerÂgency exit could spell disÂasÂter for everyÂone onboard.
VirÂgin America’s 2007 aniÂmatÂed safeÂty video, below, was the first to recapÂture pasÂsenÂgers’ attenÂtion, with a blasĂ© narÂraÂtive style that poked fun at the stanÂdard tropes:
For the .0001% of you who have nevÂer operÂatÂed a seatÂbelt before, it works like this…
The cocky tone was dialed down for more critÂiÂcal inforÂmaÂtion, like how to assist the child in the seat next to you when the yelÂlow oxyÂgen masks drop from the overÂhead comÂpartÂment. (ImagÂine the mayÂhem if indie aniÂmaÂtor Bill PlympÂton had been in the pilot’s seat for this one…)
The irrevÂerÂent approach was a hit. The FAA took note, encourÂagÂing creÂativÂiÂty in a 2010 AdviÂsoÂry CirÂcuÂlar:
Every airÂline pasÂsenÂger should be motiÂvatÂed to focus on the safeÂty inforÂmaÂtion in the pasÂsenÂger briefÂing; howÂevÂer, motiÂvatÂing peoÂple, even when their own perÂsonÂal safeÂty is involved, is not easy. One way to increase pasÂsenÂger motiÂvaÂtion is to make the safeÂty inforÂmaÂtion briefÂinÂgs and cards as interÂestÂing and attracÂtive as posÂsiÂble.
For a while EVA Air, an innoÂvaÂtor whose fleet includes sevÂerÂal HelÂlo KitÂty Jets, played it safe by stickÂing to crowd pleasÂing schtick. Its 2012 CGI safeÂty demo video, below, must’ve played parÂticÂuÂlarÂly well with the HelÂlo KitÂty demoÂgraphÂic.
…looks a bit 2012, no?
A few months ago, EVA took things in a direcÂtion few indusÂtry proÂfesÂsionÂals could’ve preÂdictÂed: modÂern dance, perÂformed with utmost sinÂcerÂiÂty.
ChoreÂoÂgÂraÂphÂer Bulareyaung PagarlaÂva, a memÂber of Taiwan’s indigeÂnous PaiÂwan comÂmuÂniÂty, and a small crew of dancers spent three months transÂlatÂing the familÂiar direcÂtives into a vocabÂuÂlary of symÂbolÂic gesÂtures. See the results at the top of the post.
You’ll find none of the stock charÂacÂters who popÂuÂlate othÂer airÂlines’ videos here—no sneaky smokÂers, no conÂcerned moms, no sleepy busiÂnessÂpeoÂple. There’s bareÂly a sugÂgesÂtion of a cabÂin.
UnfetÂtered by seats or overÂhead bins, the brightÂly clad, bareÂfoot dancers leap and roll as they interÂact with 3D proÂjecÂtions, behavÂior that would cerÂtainÂly sumÂmon a flight attenÂdant if perÂformed on an actuÂal plane.
Does it work?
The answer may depend on whether or not the plane on which you’re travÂelÂing takes a sudÂden nose dive.
In “No JokÂing,” an essay about airÂport secuÂriÂty, UniÂverÂsiÂty of Ottawa proÂfesÂsor Mark B. Salter writes that it is “difÂfiÂcult to motiÂvate pasÂsenÂgers to conÂtemÂplate their own morÂtalÂiÂty.” The fashÂion for jokÂiÂness in safeÂty videos “natÂuÂralÂizes areas of anxÂiÂety,” a menÂtal trick of which Freud was well aware.
What then are we to make of the EVA Air dancer at the 4:35 minute mark, who appears to be falling backÂward through the night sky?
Would you show a jet’s worth of travÂelÂers the modÂern dance equivÂaÂlent of AirÂplane 1975, FearÂless, or Snakes on a Plane before they taxi down the runÂway?
MerÂciÂfulÂly, the narÂraÂtor steps in to remind pasÂsenÂgers that smokÂing is proÂhibÂitÂed, before the digÂiÂtalÂly proÂjectÂed dark waters can swalÂlow the writhing soloist up.
There’s also some quesÂtion as to whether the video adeÂquateÂly addressÂes the quesÂtion of tray table operÂaÂtion.
ReadÂers, what do you think? Does this new video make you feel secure about takÂing flight?
RelatÂed ConÂtent:
StaÂtisÂtics Explained Through ModÂern Dance: A New Way of TeachÂing a Tough SubÂject
Artist Nina KatchadouriÂan CreÂates FlemÂish Style Self-PorÂtraits in AirÂplane LavaÂtoÂry
NASA Puts 400+ HisÂtoric ExperÂiÂmenÂtal Flight Videos on YouTube
Ayun HalÂlÂiÂday is an author, illusÂtraÂtor, theÂater makÂer and Chief PriÂmaÂtolÂoÂgist of the East VilÂlage Inky zine. FolÂlow her @AyunHalliday.