All Blacks star in ‘Men in Black’ themed Air New Zealand safety video ahead of World Cup

Air New Zealand has teamed up with the All Blacks and a number of former international rugby stars in the airline’s latest on board safety video, Men in Black Safety Defenders, a month before the start of the Rugby World Cup.

The video uses the Columbia Pictures global film franchise Men in Black as its inspiration and features American actor Rip Torn who reprises his role as Chief of the Men in Black.

Alongside the Men in Black agents – NZ rugby captain Richie McCaw and team mate Dan Carter – the safety demo also features several other Kiwi players with cameos from former Wallabies legend David Campese, former England coach and captain Martin Johnson – who is depicted as a devil-like character – and former Argentinean captain Agustin Pichot.

The video, to coincide with the Rugby World Cup which kicks off in England on September 18, was created in collaboration with Sony Pictures Entertainment’s Content Licensing group, Sony Pictures Imageworks and Sony Pictures Entertainment’s Archives and Collections.

“The creative concept and the parallels drawn between the All Blacks and the Men in Black are really clever. It’s been exciting to help Air New Zealand bring the Men in Black universe to life in this unique way,” Sony Pictures Entertainment executive vice president Emmanuelle Borde said.

Air New Zealand head of global brand development Jodi Williams said: “We’ve worked with the All Blacks on previous safety videos and thought it would be fun this time around to have them step into the shoes of the other highly trained Men in Black. The result is not only entertaining but makes people sit up and take notice of the key safety messages.”

Campese admitted his appearance in Men in Black Safety Defenders is likely to come at a cost.

“I’m expecting to get a right ribbing from my mates for appearing in a video promoting the All Blacks, Australia’s key opponents,” he said. “They’ll never let me live it down.”

The video is the latest in its series of quirky safety demos, the last featuring international surfers.

The head of marketing, brand and commercial development for New Zealand Rugby Todd Barberel is giving the afternoon keynote at the Mumbrella Sports Marketing Summit next month. For more details click the banner below.mumbrella sports marketing summit banner


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