Brussels Airlines launches surreal video with Hooverphonic singing safety instructions

Belgian band Hooverphonic couldn’t resist Brussels Airlines’ invitation to come up with a catchy tune set to its onboard safety instructions.

Says musician Alex Callier: “I really thought it would be impossible. But at the same time, I love that kind of challenge and we went for it. I’m glad I persevered. After a few tries, we are now ready for take-off!”

The resulting four-minute clip greets long-haul passengers travelling on the national airline. If every detail of the security advice is included, from fastening seat belts to inflating life vests, the accompanying video boasts additional artistic references.

With images from another Belgian icon, the surrealist painter Magritte, it offers visual as well as sound entertainment. The video was directed by Jan Boon, while the technical part was handled by virtual reality production house Studio Regie in Merelbeke.

“Safety is our priority but that is not a synonym for bland at Brussels Airlines. For years we have tried to attract the attention of our passengers with humour and creativity. The result of the unique collaboration with Hooverphonic is the perfect example of this,” says Michel Moriaux, head of marketing of Brussels Airlines.

Previous safety clips have called on footballing national heroes, the Red Devils, as well as humorous animated films.

Hooverphonic surprised departing passengers at Brussels Airport with a short intimate concert at gate A40 on 1 August. The band performed a set one of their own songs as well as the song created for the safety video.