Air New Zealand's new 'Hobbit' safety video is epic

It was filmed in Middle Earth after all.

Air New Zealand have set a new standard with their latest in-flight safety video - it's basically a short movie set in the 'Lord of the Rings' universe.

Featuring characters from The Hobbit movie - and some other familiar faces such as Elijah Wood and Peter Jackson - the video takes us on an epic trip through Middle Earth/New Zealand.

As well as being a stunning promotion for their beautiful country, it's also a timely ad for the upcoming - and final - Hobbit movie set for release in December.

Now that's a safety video we would actually pay attention to.