Air New Zealand is pushing the boundaries of airline safety videos - by employing hobbits, dwarves and wizards to deliver its message.
In the hope that it will get passengers to put down their papers and sit up and take notice, the video features special effects including a digital Gollum pointing out safety lights.
Produced to tie in with Peter Jackson's upcoming new film, The Hobbit: An Unexpected Journey, there's an added incentive to watch it. Customers who pay close attention can enter to win a once-in-a-lifetime opportunity Middle Earth experience, as there are secret elve codes hidden in the video. The winner gets a trip for two to New Zealand including a tour of the Hobbiton film set as well as two passes to the global premier of the new film.
In the past, the airline has made safety videos featuring New Zealand's rugby team, the US rapper Snoop Dogg and cabin staff wearing nothing but body paint.
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