"For the time will soon come when Hobbits will shape the fortunes of all.” Well, maybe not the fortunes of all, Gandalf, but New Zealand's advertising world is a good start.
Air New Zealand has really embraced its country's links with the Lord of the Rings trilogy by teaming up with the WETA workshop, the team behind The Hobbit, in their latest ad.
Arwen, complete with pointed ears, greets the plane full of hobbits, wizards and other Middle Earth beasts on board. Gollum makes an appearance to demonstrate the emergency lighting, while Legolas instructs on how to use the oxygen masks.
And who should be the pilot but Gandalf the Grey? His famous quote, "Fly, you fools!" is extremely fitting. Peter Jackson, the director of the upcoming film, The Hobbit, also makes a quick appearance to explain the brace position.
Unfortunately, Gandalf's long pipe is confiscated by Legolas, as obviously, one does not simply smoke on an aircraft. The clip is playful and doesn't take itself too seriously, as we catch glimpses of Converse, tattoos and numerous iPhones and laptops.
It might have been easier to travel to Mordor if Frodo had had Google maps to hand. I guess, it would have been even more simple, had Air New Zealand been around to give them a lift.
This isn't the first time Air New Zealand have jazzed up their security announcements. Last year they turned their video into an Aerobics Workout style clip, which achieved 183,000 shares.
This clip is another story. It has nobly journeyed up the charts straight to the top of the 7 day Viral Video Ad Chart. With 335,000 shares in 2 days, it is a valiant effort by Air New Zealand on their quest to liven up a normally ignored safety announcement.