Dancing through the bleak COVID days with a feel-good parody

There were two goals for this campaign:

1) Make awesome work for an airline during COVID.

2) Craft messaging to keep 22,000 Alaska employees and passengers safe.

Meet “The Safety Dance,” an updated 80s classic where actual Alaska Airlines employees danced about how serious Alaska Airlines took COVID cleaning and safety. While everyone else was saying the same “we’re in it together” pandemic mantras, Alaska sang unexpected joy and confidence into stressed out travelers.

What started out with social and pre-roll quickly made its way to broadcast and the Super Bowl. It was covered by news channels across the nation (and some across oceans!), had Morning Show hosts doing the dance. The moves even went viral on TikTok.

Directed by Warren Fu
Created at our former agency, Mekanism