By my own admission, I don’t pay the closest attention to airline safety videos. I know how to wear a seatbelt, I’m aware that taking your luggage during an evacuation consigns you to a special place in hell, and through personal experience, I have learned that the life vest is for flotation purposes only, not to stage your own re-enactment of Titanic.
But many airlines these days see the safety video as a marketing opportunity, given that millions of passengers will watch it every year (and perhaps even more online if it goes viral). It’s also an opportunity to showcase the carrier’s home country, while drawing more attention to something that most passengers often tune out.
On that note, Singapore Airlines has unveiled its latest safety video titled Welcome on Board, which will be airing on all its flights from late October 2025.
Welcome On Board: Singapore Airlines’ new safety video
Singapore Airlines’ current safety video, launched back in 2017, departed from the traditional formula of a safety briefing by taking viewers on a journey through Singapore, using landmarks like Adventure Cove to demonstrate life vest use, or the benches at Henderson Waves to illustrate the brace position.
The updated video plays it safe by sticking to the same script (and if safety videos are a reflection of the airline’s brand, perhaps that’s apt), with the journey this time bringing passengers to spots such as Esplanade, Gardens by the Bay, Sentosa, Jurong Lake Gardens and Lau Pa Sat— a great place for first dates!
As expected, some corners of the internet are criticising the video for being too dour and stiff, but let’s get real: you were never going to get side-splitting humour from a Singapore Airlines production (though the scene with the durians did give me a chuckle).
This plays things quietly dignified — the SIA way — and those expecting an uproarious, irreverent take on all things aviation safety with accompanying mass dance are going to be disappointed. SIA isn’t Virgin America, and getting upset over that is like getting mad at a cow for mooing.
I generally liked the updated video, even if it feels a bit “box-ticky” in places. I particularly enjoyed the periodic transitions to watercolours (it probably saved money not having to show a live-action deployed slide!), as well as the decision to give culture equal billing alongside places.
However, I personally preferred the musical score on the current version, whose swelling orchestra giving me goosebumps the first time I heard it. The new music feels rather flat, like something that just strings the listener along instead of building towards a grand crescendo. I also felt the audio dubbing sounded weird in places, like the lines were later re-recorded (which might explain the complaints that the crew sounded robotic).
That aside, the other thing I thought was noteworthy is that this is the first time in SIA safety video history (edit: it’s not) that a male cabin crew member has featured.
Back in 2018 there was this big discussion about whether the Singapore Girl, introduced by adman Ian Batey in 1972, was in fact a cultural relic, perpetuating an unhealthy stereotype of Asian women as subservient. Some even suggested it was time to drop her altogether.
I know better than to wade into that discussion, suffice to say that both crew members get roughly equal screen time, and in any case the crew themselves have never been the focal point of these videos.
Conclusion
Singapore Airlines will launch a new inflight safety video from October 2025, which doesn’t take too many risks by following the same formula as the current one. It’s beautifully shot and timelessly elegant, as you’d expect, though the musical score doesn’t quite hit the same heights in my opinion.
What do you make of Singapore Airlines’ new safety video?
A380 era safety video did feature a male steward
yes! folks on telegram were quick to point that out. updated the post.
They did feature, but it was more of an afterthought with only two scenes, in total, that featured a male steward. Therefore it can be considered that this latest video is the first in which a male steward is featured prominently rather than a cameo.
They really needed to change. I keep seeing an ex stewardess for almost 3 years
I rolled my eyes when I saw the oxygen masks dropped down after the durians were presented to the scene! I’m not sure how many people will be able to catch the “joke” see the link between the mask and the fruit if it’s their first time seeing it. The video actually reminds me of Cathay Pacific safety video with the cultural/diversity elements. I still prefer the previous version though.
The durian scene was so out of character. I also really dislike how disjointed this video is, especially with those watercolour effect in between, and the clear difference in narration between the voice-over and voice on scene.
The previous one was so seamless in terms of imagery; as if all of the featured sights were in one place and just one step apart. This new one feels obviously a montage
My goodness.. why did they have to feature HDB blocks.. that’s so NOT in line with the premium branding I fly SQ for!
Offended. So only private property owners can fly SQ?
They really need to revisit the dubbing – the mismatch between the spoken words and the crew’s lip movements is quite obvious – even more so on an F or J screen haha. I understand the push for diversity, but I do miss the polished tones of earlier versions, where one got clear, well-enunciated English which was recognizably Singaporean, yet instantly intelligible to a global audience. This new vid doesn’t quite land. It almost feels like SQ is trying to pitch downmarket, which can’t be right. In any case it doesn’t capture that premium, “carpeted” feel the soon-to-be-retired one has.
Feels weird to watch for the first time a video I’m going to watch hundreds of times over the coming years. Didn’t like they gave the male steward so much focal time (please don’t go woke SIA) but apart from that pretty good. I agree the music was not as inspiring as the current version.
I like this new video; creative, polished n yet not overly in-your-face.
“618” in the lion dance orange presentation!
The old version is a tough act to follow regardless, so this one has a lot to live up to.
I thought the new one was pretty ok. I liked it.
This one does cater far more to local Singaporeans than the previous, which had a more cosmopolitan feel – this one is real big on family values, HDB romanticism and sentimental storytelling.