Competition between airlines has been increasingly hot and heavy, and not just in terms of airfares and in-flight service. In-flight safety videos could soon require their own red carpeted Oscars at this rate, as airlines continue to push the boundaries of creativity and concepts to ensure they capture our attention.

Air New Zealand are masters and truly raised the bar in terms of imaginative and clever videos, but lately we’re seeing a stream of other carriers joining the party, creating what we think is a brilliant branding exercise, as well as a lot of fun.

American Airlines dropped the mic last Thursday releasing their latest in-flight safety video offering. You may feel like you’re in an M.C. Escher painting, or a Kubrick Space Odyssey remake. They’ve certainly got our attention.