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Adventurer Bear Grylls has teamed up with Air New Zealand to create a new safety video for the airline.
The Man vs Wild star filmed the video in a remote part of the Routeburn Track near Fiordland late last year.
The Bear Essentials of Safety rolls out across the Air New Zealand fleet today.
In it, the adventurer is assisted by entomologist Ruud Kleinpaste (also known as The Bug Man) and has to contend with a cast of native creatures, including a kea, a tuatara, native glow worms and the extinct flightless bird, the moa.
Grylls said shooting an in-flight safety video in the wild was an "inspired'' idea.
"New Zealand is a country that I have always called my home away from home and I feel so proud to be involved with this campaign.''
Air New Zealand Chief Marketing and Customer Officer Mike Tod said Grylls was the ideal in-flight safety ambassador.
"Bear was the ideal partner to help us bring to life important on-board safety messages in a unique and compelling way, while at the same time demonstrating the best of what New Zealand has to offer.''
The airline's previous safety videos include The Hobbit themed An Unexpected Briefing, All Blacks themed Crazy About Rugby and Fit To Fly featuring fitness legend Richard Simmons.