by Magnus Shaw
I'm easily annoyed. So it really riles me when my fellow airline passengers don't pay attention to the safety film. Indeed, I often notice travelers reaching for a magazine as soon as it starts. Presumably this is some childish display of defiance. Funnily enough I'm usually quite inspired by resistance to authority, but this is different. We're all about to be propelled into the sky to a height of 35,000 feet and thrown at 700mph to our destination. The nice folk preparing to do this ask that we watch a short video - so we know what to do if it all goes horribly wrong. That seems a very fair request to me, so I dutifully watch the film like a good boy. I'd be doubly reassured if my companions did they same. As I've said, many don't.
However, in a more forgiving mood, I'd accept these safety films are a bit dry, a bit technical - and yes, a bit boring.
There are almost as many variations on the flight safety theme as there are airlines. I've seen unfunny cartoon characters acting out the emergency drill, smiley models bracing themselves in a mocked up cabin and very clinical illustrated bodies, resembling Powerpoint clip-art figures, preparing to land on water. Unfortunately, they all fail to break through the dullness barrier. So I really shouldn't be surprised when they are widely ignored - even by an audience tethered to a collective seat.
Can nothing be done? Is there no way to catch the eye of the passenger long enough to give them the hints and tips which may well save their lives? Happily there is. Thomson Air are the proud producers of this little masterpiece ...
http://youtu.be/syozl4DAPs4
I love it. First of all, it's unexpected. When the TV screens come down and the film begins, it's the 'seen it all before' feeling which prompts people to turn away. But in this instance, as soon as a child's voice is heard, we're surprised and drawn back to the screen. Secondly, there are lots of children involved, keeping us watching from scene to scene. And perhaps most importantly, the kids are absolutely wonderful.
It would have been very easy to achieve an overdose of cuteness, leaving us feeling more nauseous than well informed, but the clip genuinely avoids this pitfall. The stars are cheeky and a bit precocious, but not soppy or sugary. What's more, the voice is crystal clear and with its charming accent, a pleasure to listen to. By the way, the principal is called Alice and is now ten. She has since auditioned in the Scottish rounds of X-Factor, but she'll have to work hard to top her brilliant performance here.
On a broader level, this is a sublime example of the ability to think around a challenging brief. There is little opportunity to play with script (I assume it must conform to an approved international safety standard), so everything rests on the delivery. It's clear the audience is reluctant and the subject matter very serious, so cracking this job is tricky. I'd love to have been at the meeting when the idea of casting children was pitched. That they realised this wasn't a frivolous solution but an absolutely ingenious way to overcome a substantial problem, is to Thomson's credit.
As someone so easily annoyed, I am delighted to say this film is a thing of joy, which knocks the brief out of the ballpark. It's a creative triumph and my humble congratulations go to all involved.
Magnus Shaw is a copywriter, blogger and consultant.
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