Most air passengers tend to ignore those in-flight safety videos they play before a flight, so Air New Zealand figured it would freshen up its version by giving it a little Middle-earthen Hobbit flavor.
Released to tie in with the release of the upcoming movie The Hobbit: An Unexpected Journey, the safety video pokes a little fun at the Hobbit lifestyle, while delivering important safety information. Production was done with the help of the same people at Weta Workshop who worked on the movie, so it's not surprising that everything looks authentic. Even director Peter Jackson makes a cameo appearance.
Whether any of this will help people to absorb the safety message is hard to tell. When I first watched it, I was just taking note of all the references without paying much attention to the information.
Air New Zealand will be running the video through the launch of The Hobbit: An Unexpected Journey in mid December. But if you can't wait that long, at the end of the video you can enter a contest to win a trip for six to the world premiere in
Middle-earth New Zealand on November 28th.