Emirates - Football Saftey Videos

Emirates - Football Saftey Videos

What gets people’s attention in a world saturated by marketing messages? One thing that certainly works is taking something very familiar and bringing it out of its usual context for a humorous jolt.

According to Dubai-based brand analyst Omar Ismail, that’s exactly what Emirates has done with the release of its second “football safety video” filmed on the pitch at Hamburg’s Voksparkstadion (home of HSV Hamburg) in Germany.

“One key element of comedy is subverting expectations,” he told popular UAE news website UAEinteract.com “So here we have two things that are well known, but in the wrong context. Everyone knows the flight attendant routine, and seeing it being applied in a place you don’t expect is where the comedy comes from.”

At the halfway point in a recent HSV/ Bayern Munich game, eight Emirates cabin crew marched onto the pitch in two rows, while the Emirates logo displayed across the stadium big-screen.

At first, the stunt looked as though it would be a carbon copy the last Emirates “football safety video”, filmed at Benfica’s Estadio da Luz in Lisbon. However, this routine took it a step further when the crew members (dressed in long crew jackets, hats and gloves) quickly shifted from a mock safety demonstration into expert ball-handling and fancy footwork – scoring goals and sending the crowd wild. Between March 3rd and 30th, HSV/ Emirates Safety Video got 458,000 views on YouTube , 1.4 million views and 23,000 shares on Facebook , and the #HelloHamburg hashtag associated with the video is still generating tons of traffic on other platforms .