I'm a reasonably nice, somewhat affable, yet often curmudgeonly cynic.
Yet, I must admit, I laughed out loud watching a Delta in-flight safety video before a recent flight to Atlanta. Ridiculous, I know. More surprising than that: I paid attention to all five-minutes-and-twenty-two seconds of the FAA mandated content. (Spoiler alert, there are floatation devices stored under your seats!!! I had no idea.)
On a typical flight, when the flight attendants are doing their pre-flight thing, I'm tuning out. I'm trying to take a nap. I'm wondering if the baby two rows up will be a cryer. I'm flipping through Skymall, checking out some ridiculous pillows. I'm doing just about anything — as long as it's not listening to the safety briefing. Why? Because I feel I've heard it, I think. And while the information therein may very well save my life, it's simply not a compelling enough reason for me to remove my headphones and look up.
But this time, I see the screen and... "what the heck is going on with that lady's hair?" Followed by, "Holy crap, it's Devo!"
I laughed out loud when the one dude did the worm. ALF gave me a warm fuzzy of nostalgia. Kareem was the 7'2" cherry on top.
So what's the take-away for us non-airline marketers? No one will pay attention to what you have to say, unless they are first paying attention to what you have to say.
Uh... did that make sense? Yup, pretty sure it did. Creativity will cut through every time.