03.06.2014 18:51

Icelandair has premiered its new in-flight safety video. Instead of falling in line with convention, Icelandair decided to take the opportunity and produce a film that not only underlines the importance of safety, but that also instils a sense of curiosity and tranquillity with passengers. Indeed, being safe has rarely looked so intriguing.

The film ties safety procedures to different elements of Iceland's stunning nature, including emergency lighting taking on a new, non-threatening identity when compared to the northern lights. Assuming the brace position becomes a calm and collected manoeuvre when waking up after a long lie-in by the lulling shores of a lake.

Gudmundur Oskarsson, Icelandair's Director of Marketing, says: "It is safe to say that, Icelandair is very much inspired by the nature of our home country. In our new safety video, we decided to have Iceland’s landscape perform as a refreshing and beautiful backdrop to the traditional and important safety message presented to all our passengers. We are very proud of the outcome."

The safety video was written and produced by Íslenska Ad Agency and directed by Pegasus. The video was filmed on locations around Iceland, including Jökulsárlón glacier lagoon, Þakgil canyon, Fjaðrárgljúfur gorge, Þórsmörk National Park and Eyjafjöll, close to Eyjafjallajökull Glacier.