Quoting summa767 (Reply 17): Did I mention anything about the attire? No! But having an all female cast looking dumb and delivering some awful punch lines (Seatbelts highlights your waistline - non-smoking flights are just "chic", and it's trendy to switch off your devices because it's "trendy" here). Cring-making. If you want to discuss attire, then refer to the Air New Zeland equivalent, where FAs and pilots showed some flesh or appeared to be naked. That was clever and not gender stupefying. Wallowing in clichéd Frenchness is not going to do Air France, or indeed France any favours. But if that is the only way they see forward, it could have at least been less backward.

I completely agree. However given the demographics of this forum, it is understandable most posters here love it   Demographics that I suspect are quite close to those of the AF management that thought this was a great idea.

Maybe in Air France (and in France in some ways compared to other countries in Europe or the US) should understand that we are in 2015 and not in 1965.

Oh brother, here we go again.... The whole video is tongue-and-cheek (references to trendy, chic, waistline etc...). Again almost a self-mocking of things French: concern for their waistline, for all things that are trendy etc...
It all needs to be taken in the 2nd degree.
And, sorry, this is feminism in the 21st century, not the bra-burning type of feminism you seem to be "celebrating" but a feminism with a deep appreciation for femininity.
If you want airlines with real sexism, take any Singapore Airlines ad. Submissive Asian women stereotyped to an embarassing degree. Even on-board SQ, I feel uncomfortable by how they approach you. Or even the KE ads with only female flight attendants strutting their stuff...
But in the AF video, hardly...

Simple, fun and classy. Nothing wrong with it.

Quoting TYCOON (Reply 19): If you want airlines with real sexism, take any Singapore Airlines ad. Submissive Asian women stereotyped to an embarassing degree. Even on-board SQ, I feel uncomfortable by how they approach you. Or even the KE ads with only female flight attendants strutting their stuff...

Since it seems that you feel called by my message, yes I completely agree that the treatment of female FAs at most Asian legacies is far worse. And what is the point? Like a couple of other posters making references to Saudi or burqas. But Air France is an European carrier, neither Middle Eastern nor East Asian.

Air France should set their standards to other Western carriers where women are not featured as a toy anymore.

SCQ83, for a sophisticated European audience, there is nothing shocking in this video. I reiterate that I find it mindboggling how one can cry sexism in a video like this. I much prefer humans rather than cartoons, puppets, faceless figures...

I don't normally watch safety videos outside of an aircraft cabin, but this one is very good, it's very classy and well very French. Well done AF  

I only had a chance to briefly click on the link and click through parts of the video with no sound when I first saw this posted here. I was pretty sure I would dislike it, because I'm not a fan of videos that appear disconnected with the aircraft.

But to my surprise, I actually rather liked it when I really got to watch it.

This is highlighting French culture, its sophistication, the style, what France is known for. I mean I'm pretty sure most people know that France and Paris is a Fashion mecca. None of the women shown in the video are showing off a lot of skin and don't need to like the NZ video -- then again AF also don't need to hire Richard Simmons to be in a silly safety video.

Also I think much of those who don't agree with this video need to realize that if you plan on going to France things are not going to be the same as in the country you may be from. Not everything is going to be sensitive to your needs, not ALL women are gonna be covered up head to toe. Its a fresh take for a safety video, yes it is playful and much more up to date and was needed compared to the current video.

Quoting fly2yyz (Reply 25): This is highlighting French culture, its sophistication, the style, what France is known for. I mean I'm pretty sure most people know that France and Paris is a Fashion mecca. None of the women shown in the video are showing off a lot of skin and don't need to like the NZ video -- then again AF also don't need to hire Richard Simmons to be in a silly safety video. Also I think much of those who don't agree with this video need to realize that if you plan on going to France things are not going to be the same as in the country you may be from. Not everything is going to be sensitive to your needs, not ALL women are gonna be covered up head to toe. Its a fresh take for a safety video, yes it is playful and much more up to date and was needed compared to the current video.

What is French about showing "silly" women? The reference to burqas (what's up with them in this thread?) is almost hilarious. It is not about showing skin, who cares about skin or nudity when you can access everything on the Internet today.

To me (since it is in the media now), it is not different about the BBC Top Gear's Jeremy Clarkson suspension this week after years of doing all kind of racist or sexist jokes. It is not acceptable anymore. It is not funny anymore. Get over it. If you can't do a TV show without insulting a country or a race you have a problem.

Air France is (on paper) a global carrier that caters to all kind of people so why the necessity to perpetuate outdated roles and topics (and I am not talking about offending Saudi religious police, if someone is going to mention that again). Why an European carrier in 2015 feels the necessity of showing "stupid" women in extremely outdated and clichéd roles on their safety videos? If they can't do a "French" safety video without perpetuating such roles, they have a problem IMO.

But maybe you are right and I am completely wrong. If they are only trying to the target the middle-aged white straight male "cadre supérieur" working for a CAC 40 or in the Triangle d'Or with a company-paid ticket, I am sure it will work for them. Other companies like Emirates make videos that target a global audience and they do them very well.

Of course this is only a safety video that nobody even watches. But it is very telling of the corporate culture. I can't imagine such gender bias in a video in AA, UA, DL, LH, BA, IB or QF today. Fortunately.

Quoting SCQ83 (Reply 26):

If the women/girls in the video did not mind/care then why do you? Maybe you should write a letter to Air France to express your concern.

Personally I find it a nice, light and very French video.

SCQ83, I think you are hilarious.... I don't find the women "silly" at all... I actually appreciate the pantomime gestures... I have shown this to a number of my female colleagues and not one of them were in any way offended by this. I also showed them your posts... they just laughed and could not understand at all where you are coming from...
Maybe you just have an anti-France/French bias...

Quoting TYCOON (Reply 28): SCQ83, I think you are hilarious.... I don't find the women "silly" at all... I actually appreciate the pantomime gestures... I have shown this to a number of my female colleagues and not one of them were in any way offended by this. I also showed them your posts... they just laughed and could not understand at all where you are coming from... Maybe you just have an anti-France/French bias...

Of course they are French and/or live in France, they are used to it. But not everyone outside their borders (where AF flies to) understands or likes French "humor" (in fact very few people "get it", and that is for a reason   ).

Quoting SCQ83 (Reply 26): Of course this is only a safety video that nobody even watches. But it is very telling of the corporate culture. I can't imagine such gender bias in a video in AA, UA, DL, LH, BA, IB or QF today. Fortunately.

  

Quoting SCQ83 (Reply 26): Air France is (on paper) a global carrier that caters to all kind of people so why the necessity to perpetuate outdated roles and topics

Indeed. It's an illusion of a cultural identity where they feel secure, but unfortunately it's a symptom of not having a clear vision for the future.
We saw something similar at the Olympic games campaign, which was a contributing factor in losing it for Paris.
No inspiring message, just a stuffy ad selling the fab shops and restaurants of the city.

SCQ83, actually a very mixed bag really: American, French, South African and (gasp) Arab living in Paris and London.... Also showed it to a dear (liberated) female friend in NY: they all loved it!
Found it funny and catchy... Some commented on how chic they found AF uniforms... Not one was in the least insulted or felt this was degrading... They are all fairly young (under 35) and well educated.
So, your generalizations... ... please.

Loving the new Air France in-flight safety demo video. It's a cross between a cool pop-infused H&M or Target ad, with of course that touch of French elegance. PS. Certain parts reminded me of "Glamazonian Airways" from a recent episode of RuPaul's Drag Race LOL

Quoting SCQ83 (Reply 26): What is French about showing "silly" women?

How are they silly ? How are they toys in this video ? Are you not the sexist one in this thread ?
This whole video is a choregraphy, the exaggeration in acting is made on purpose and i see nothing rude, they're nicely dressed (nothing provocative), no objectification, no nothing that does any harm to women.

Do you really think french (men or women) people (or from any country, really) do look for exit doors the way these women do ? Do you think these girls are this bad at acting ? Again, it's not silly, it's dance, acting, humour and emphasis. You may not like it as you may not like opera, but it's all acting with an "artistic" committed stence, it doesn't mean it's silly, sexist or anything. If it were men in this video, i'm pretty sure the choregraphy would be exactly the same and it would still work.
Why just women then ? Maybe because they thought that french fashion is better represented by women or because they thought that when you say"french fashion" people tend to imagine a beautiful classy women ? Maybe because they tend to have more grace and gentleness (not sure i'm using this word correctly) while dancing/moving ?

Btw, if you think it's not a choregraphy, the youtube description states : "Discover the French way of traveling with the new Air France on-board safety video created by BETC and directed by the choreographers I could never be a dancer"

You find the punch line awful ? They just play on the way France seems to be perceived abroad... it's a big analogy/reference to fashion/style/mode ("chic", "trendy", the waistline thing) France seems to be known for. They're not offensive.

About sexism, if this video were to feature both men & women... would it be transgender or transvestites discrimination then ?
First, i think it's hard to prove non discrimination as you'll always offend somebody... second, trying as hard as you can to be as (politically) correct as you can, you loose artistic/editorial/anything choices, but you'll still offend somebody anyway. There are 6 persons in this clip, it would be hard to represent every size, gender, ethnic group, hair/eye color, wheight, muscle and/or breast size, number of arms and legs, handicaps, number and meanings of tatoos... and if you add every discrimination criterion that can't be seen... wao !

One thing i agree with you : humour can be a cultural thing (even in a given culture it's subjective)... but should we never use humour then ? Should we ban comedy movies ? I don't really see anything really offensive to anyone (except, maybe and to be honest, the belt that highlights the waistline... which may not be appreciated by kind of fat persons... but then again, it's not meant to be offensive, it's a little joke "yeah, you'll look gorgeous with your seatbelt securely fastened").

But even though you don't appreciate this kind of humour, how can you turn it to something so negative ? The humour has absolutely nothing to do with the objectification of women, sexism, discrimination, ... f**k, these lines don't have anything to do with women. The text could be read by men, it would make no difference at all !!

At the end of the video, they ask to to make sure your tray table is stowed away, in french it translated to "votre tablette doit être rangée" and "tablette" (=tray table) in french is the exact same word as in "tablette de chocolat" (chocolate bar : tablette = tray table = bar) wich is why the woman puts her chocolate bar (tablette de chocolat) away... it's not the best joke ever, but to me it's kind of fun and the whole video is in this exact same spirit... and it has nothing to do with objectification of women or sexism.

eclipz: MERCI (being so chic as to answer in French on this forum!)..

I work as a F/A at AF and I should be the one complaining about having to listen to the safety video EVERY time I get to work. And you know what? I liked it very much...take a breath and relax it's just a safety video...and it's French humour...like Hercule Poirot...(not everyone likes him but he's been around for...ages!?)...

I'd be more concerned about having to actually find those life jackets using those magnifying glasses...

I have a feeling that passengers will watch this demo vid.
Gone is the boring stuff, but the message is passed, tongue in "chic" !
Just imagine how wearing a seat belt would improve a portly man's waistline   

Quoting SCQ83 (Reply 26): Air France is (on paper) a global carrier

Air France is actually more of a global carrier than any one from the US. You could at least remember that.

As for political correctness, too much of it is liberticide. I'm glad this cute video has been produced.

Lastly, and for once, it is in the very vein of the main AF ad campaign of "France is in the air", with which I heartily agree.

Quoting SCQ83 (Reply 18):

Quoting summa767 (Reply 17):

You must be joking. The real cliche about France is that the country is populated by aloof snobs, who only respect other French who speak perfect French.

From the self deprecating style of the video, it should be painfully obvios that they are poking fun at themselves, some French culture and cliches about France.

I found the video clever and amusing...and sure, the women looked good. Tell me of one airline who doesn't hire women, at least in part, because of their looks.

They were attractive, but also fun...the over the top acting should have given the game away.

I liked it...but I, like most, got the joke.

Nice video. Good job AirFrance!

I could care less about feminism.
From the strictly marketing point of view, when you are selling a sexualized fantasy, one might believe that is all you have to sell.
If you had a decent product, then perhaps you should try to sell that instead.

Quoting VCEflyboy (Reply 38):

Most of the TV ads must make you crazy. Sex sells everything from cars to beer...and not a lot of people, including women, complain.

Check out some of those idiotic women's magazines...not a lot of plain or homely women in there...and those mags are bought by the droves....by women.

Quoting VCEflyboy (Reply 38): From the strictly marketing point of view, when you are selling a sexualized fantasy, one might believe that is all you have to sell.

Where do you see "sexualized fantasy" in that video ? Is it just because it only features women nicely dressed ? You may be the one having an issue with women, not AF. Furthermore a safety video is not supposed to "sell" anything.

Just like Tycoon I showed the video to lots of female friends / colleagues and none of them felt offended. Frankly speaking it just blows my mind to think that anybody could be offended by this video.

AF has always been very innovative in terms of communication (the commercials by Michel Gondry, the "l'envol" one in 2011...) and I'm just glad they're extending this concept to their safety video.

No, I believe I am still pretty much sane after seeing my fair share of boobies.
You are right with the "sex sells" theory, but that is only limited to certain consumers and demographics.
For instance, in many east Asian cultures, women administer the household income and make financial decisions.
I can't imagine how Asian women may be persuaded to fly Air France by young attractive French ladies showing off their boobies. I think price, value, product, IFE would be more important factors in their purchase decision.

I think there's a misunderstanding there...we're talking about a safety video. A safety video is not a commercial ! It is not intended to sell your price, value, IFE or whatever ! So the "sex sells" theory has nothing to do there.

And where do you see boobs in this video ? The girls are just wearing long-sleeve sailor shirts ! If that's "boobies in motion" for you then yes, I guess you must be seeing zillions of them on the street everyday. Women happen to have boobs.

I live in Southeast Asia, I know what kind of things most Asian women expect to see when they go to France or fly Air France. Many of those expectations are based on the clichés they have about France (and I'm not talking about garlic breath, hairy armpits and arrogant waiters): it's about fashion, food, "chicness", cheesy love and that kind of stuff, whether or not you think that France is the best place for that.

AF were clever enough to acknowledge those fantasized expectations, and it shows in their commercial and safety video. Nothing wrong with that. Now let's drink.

Quoting VCEflyboy (Reply 41): I can't imagine how Asian women may be persuaded to fly Air France by young attractive French ladies showing off their boobies

Well, I am sure that if Air France wanted to attract women from Asia it surely wouldn't use French ladies showing off their boobies but would rather use sexy French men showing off their muscles or some Casanova looking guy dressed like a sailor (one of those striped shirts and the beret). Would that bother you as well? Because it would be kind of the same.

I think to find offence in this you need to accept 2 general premises:

(and I am treading on eggshells as if I were a finalist in an eggshell-treading competition)

1) There is a widespread and generally-accepted perception (in Western culture at least, the definition of which I will leave up for debate) that the traditionally-feminine form and mannerisms are more appealing to the eye than their male equivalents.

2) Capitalizing on, or perhaps even acknowledging them, is perpetuating this trope to the disservice of gender equality or acceptance of species of all shapes, creeds, and colours.

I accept the first premise, but I'm highly sceptical of the second.

J'aime Air France! I think they have a great product and this inflight video is fresh and fun! Well done!   

I absolutely love it! It's fresh, fun, quirky, elegant and yes; très chic! Excellent job by AF! By the way; what a beautiful lady.

Quoting miaskies (Reply 32): Certain parts reminded me of "Glamazonian Airways" from a recent episode of RuPaul's Drag Race LOL

That truly was hilarious! It would be awesome if Virgin America would choose it for their safety video.

Quoting fa4af (Reply 34): it's French humour...like Hercule Poirot

Some Belgians might object  

'sans tabac c'est plus chic' - how can you not quit after seeing this 

Absolutely L O V E it, just like the new commercial. Be who you are! Be French, be Arabic, be a Jew, be an American redneck. Differences are sexy. Vive la France!   

For those who like it, the soundtrack of the commercial and safety video is "Warm in the winter" by US band Glass Candy:

http://www.youtube.com/watch?v=Akjt-RuNc6U

It was just good, tongue in cheek camp...all in good fun. It was quite refreshing that they didn't stifle the video with oppressive layers of political correctness.

I reckon they could use this bunch in their commercials.