Air New Zealand's quirky "The Most Epic Safety Video Ever Made" marks the airline’s latest go at enlisting characters from J.R.R. Tolkien's Middle-Earth to spoof the stuffy in-flight safety video.
The four-minute video—which grabs the No. 3 spot on this week’s Adweek/VidIQ top branded video chart—follows a pair of Hobbit fans as they are transported into scenes from the trilogy while on an airplane. For example, when one loses a gold ring (similar to the One Ring at the heart of the Lord of the Rings saga), he is instructed to inflate his life vest before bungee jumping off of a bridge to recover it.
Elijah Wood and Peter Jackson make appearances, too. Jackson reminds passengers when "it's time to store all electronic devices" as he sits in an airplane seat at the top of a hill.
Meanwhile, Wood thanks passengers for picking Air New Zealand to fly on. "May your path always be guided by the light of the stars, and may the future bestow upon you all the happiness and adventure our Middle Earth has to offer," Wood says.
Air New Zealand ran a similar Hobbit-themed commercial in 2012. In that ad, the entire experience took place on the plane.
Elsewhere, Beats by Dre’s LeBron Re-Established spot also makes this week’s chart in time for James' return to the Cleveland Cavaliers.
Check out this week's full chart in the interactive infographic below, powered by VidIQ.
NOTE: Adweek's VideoWatch Chart, powered by VidIQ, reveals the Top 10 Branded Web Videos on YouTube every week. The chart tracks more than just pure views, as VidIQ incorporates sharing data from Facebook, Twitter and YouTube, among other data sources, in an effort to measure true engagement. Every video is also ranked with VidIQ’s proprietary Score, which helps judge the likelihood of a video being promoted in YouTube Related Videos, Search and Recommended Videos.