Once again, Virgin demonstrates how to do branding. In this case, Virgin America transforms the boring airplane safety routine into a hip and funny song and dance number that actually makes you want to pay attention to the message being conveyed. There’s just enough sex, drugs, rock and roll and pure Freudian allusion to generate the creative friction to make this pop message truly pop.
Skeptical? Ask yourselves how many other safety routines have their own hashtag — #VXsafetydance — generating a whole bunch of social media buzz. Not since Laurie Anderson sang in 1982, “Good evening / This is your Captain / We are about to attempt a crash landing / Please extinguish all cigarettes / Place your tray tables in their upright, locked position,” has airplane safety crashed the culture like this.
This is the time.
And this is the record of the time.