Are safety videos no longer about keeping you safe?

Today Air New Zealand released its long-awaited new safety video set in Antarctica.

It featured children, penguins, seals and a strong message about the airline's efforts with conservation.

Air New Zealand has led the way internationally with videos that turn a humble safety demonstration into meme-worthy entertainment.

But in an industry that is always evolving, the rest of the world was never going to let Air New Zealand’s position as most entertaining airline go unchallenged.

Here's a look at some of the most entertaining, most catchy and well, most awkward safety videos from around the world.