Safety or sexploitation?

Air New Zealand’s latest safety video got all the publicity the company could have wished for before it was even launched when it was criticised for being sexpoitive.

The video was was launched today and the media release says:

Air New Zealand has taken the wraps off the world’s most beautiful safety video – a collaboration with Sports Illustrated’s iconic Swimsuit franchise on the eve of its 50th anniversary.

The airline gave online viewers a behind the scenes look at Safety in Paradise last week which was shot in the picturesque Cook Islands and features some of the biggest names in modelling.

Chrissy Teigen, Ariel Meredith, Hannah Davis and Jessica Gomes all star while one of the original supermodels and three time Sports Illustrated cover girl, Christie Brinkley, makes a cameo appearance.

“The behind the scenes video has generated much conversation around the world about our brand and the Cook Islands as a destination since it was released last week. It’s exciting for us to release the full video today and we hope it will encourage many viewers to consider a trip to the Cook Islands,” says Jodi Williams, Air New Zealand Head of Global Brand Development.

Safety in Paradise can be viewed here.

Sports Illustrated Swimsuit Editor MJ Day says Safety in Paradise is an exciting component of the magazine’s 50th anniversary celebrations.

“Our partnership with Air New Zealand is brilliant in every way. We were able to create a raucous safety video in the true spirit of SI Swimsuit and our Kiwi friends,” says Ms Day.

Sports Illustrated Swimsuit has a major worldwide marketing campaign planned to celebrate the 50th anniversary of the magazine and Air New Zealand will feature in that activity.

The Cook Islands is a key Pacific Island destination for Air New Zealand. The airline has operated flights there for more than 40 years and in 2013 alone carried almost 200,000 people to the island paradise from Auckland, Sydney and Los Angeles.

To celebrate the launch of Safety in Paradise Air New Zealand is giving online viewers the chance to win one of five trips for two to the Cook Islands. For more information and to enter, visitwww.theflyingsocialnetwork.com/safetyinparadise.

Like the other safety videos Air New Zealand has used in recent years it gets attention.

But is it also sexploitive?

3 Responses to Safety or sexploitation?

  1. jabba says:

    I thought the ad was ok and a great marketing ploy .. we males are used to being used as sex objects so I am used to it and not worried.

    Like

  2. floridawasp says:

    The only real purpose in life, live long enough to get laid. Is that sexploitive?

    Like

  3. Quintin Hogg says:

    I’m not going to make a judgment call until I see it when flying south on Saturday.
    If my wife slaps me I am sure it will be an effective add.

    Like

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