As people increase the frequency with which they fly, they become less likely to listen to safety instructions, despite these varying from flight to flight. Consequently, Brussels Airlines has sought a more creative approach to catching people's attention.
"Ensure your seatbelt is fastened while the fasten seatbelt sign is on." This sentence, in one language or another, is recognisable to most who have travelled by plane. However, in very few cases has it been used as the lyrics to a song.
On Monday, Brussels Airlines launched a very different video with Belgian band Hooverphonic, who created a song with the lyrics of the safety instructions. The company, with its Magritte and Tintin planes, has made a name for highlighting the "very best of Belgium". Now, it is looking to do the same for Hooverphonic, which made the song with the exact words of the safety instructions.
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The accompanying music video shows surreal images of flying, making reference to Magritte. From 1 August, the video will be rolled out on all of the airline's long-haul aircraft. Earlier examples of the company's efforts to draw passengers' attention included an instruction video featuring the Red Devils.
On Monday, the band surprised departing passengers at Brussels Airport with a short and intimate set during which it played the new song as well as two of their own at one of the gates.
Listen to the full song below.