It's probably the most important bit of the whole flight. And yet, it's always the most boring.
In recent years, airlines have made a concerted effort to try and liven up the tedious affair of the in-flight safety guide; and none have done it better than Air New Zealand, with their series of Hobbit-style clips.
Now, to celebrate the upcoming Rugby World Cup (which begins in England in just over a month) where, once again, their legendary All Blacks are one of the tournament favourites, they've created this fantastic Men In Black safety video.
It features Australasian singer Stan Walker alongside All Black stars Israel Dagg, legendary full back Dan Carter, captain Richie McCaw, Kieran Read, Keven Mealamu, Sam Whitelock and coach Steve Hansen as well as cameos from England's Martin Johnson, Australian legend David Campese, Argentinian Agustin Pichot - they even roped in Rip Torn, who played Agent Zed in Men In Black I and II.
Buckle up and get watching below.