Adopting ‘Men Without Hats’ single Safety Dance from 1982, Alaska Airlines found a new and uplifting way to show their enforcement of COVID protocols and the cleanliness onboard. Shot in Seattle over two days and featuring all real employees, the Alaska Safety Dance is the airline’s continuation of Virgin America’s marketing legacy.

The piece was covered in 500+ news outlets nationwide, including Adweek, AdAge, Travel+Leisure, and US Today. It even made CNN’s ‘must watch this week’, and it was endorsed by the US Surgeon General. It ran in the Super Bowl 2022.