Bare Essential Message Strategy

Happy Thursday and here’s your latest Caliber Pulse kudos to a company that clearly understands how to get our attention. (You bunch of cheeky monkeys!)

Apparently Air New Zealand was a bit concerned that passengers weren’t paying attention to the safety demonstrations at the beginning of each domestic flight. So they hit on a novel way to grab, and maintain, passengers’ attention.

Appropriately tagged, “The Bare Essentials of Safety,” the entire video (now on YouTube) shows the pilot and crew on domestic Boeing 737 flights wearing nothing but body paint and some strategically held luggage, life jackets and face masks.


Could an airline or company get away with something so, dare I say, risque in America? Or are we too, well, you know? If your Thursday is going a little slow, you can watch more videos at

Just make sure your boss isn’t walking behind you!

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