- 'Safety in Paradise' released February 11, already has 120,000+ YouTube views
- It features models Ariel Meredith, Chrissy Teigen, Hannah Davis and Jessica Gomes
- Air New Zealand says it has been done "tastefully"
(CNN) -- Air New Zealand's latest in-flight safety video, released Tuesday, is already another viral hit but is encountering some turbulence over its use of several bikini-clad Sports Illustrated models. View the video here
Previous versions of the video -- starring anything from Hobbits to Bear Grylls to New Zealand's all conquering All Blacks rugby team -- have revolutionized the on-board safety message airlines deliver to passengers.
The most recent effort though is being criticized by some as neither ground-breaking nor as creative, after the airline teamed up with Sports Illustrated magazine to produce what it's calling "the world's most beautiful safety video."
Air New Zealand hopes to mix up industry 
Hobbit safety video The "Safety in Paradise" video, which rolls out on Air New Zealand flights at the end of February, is beautifully shot and certainly cheerful and fun. It was filmed in the Cook Islands -- home to several stunning beaches -- and coincides with the 50th anniversary of Sports Illustrated's Swimsuit franchise.
Earlier videos have been witty, clever and quirky but the paradise video combines a far less subtle use of eye-catching material -- using four of the planet's most beautiful, and scantily clad women, to deliver information to passengers.
The models include Ariel Meredith, Chrissy Teigen, Hannah Davis and Jessica Gomes. Christie Brinkley makes a cameo.
"It seems that suddenly they are saying that my sexuality is all that matters about me," one critic, Massey University lecturer and feminist commentator Deborah Russell told the Sydney Morning Herald.
Social media reaction to the video was predictably mixed, though the majority of commenters on Facebook and Twitter appeared to support the video -- and the women in it.
Many praised Air New Zealand for using beautiful women to promote the Cook Islands and complimented the airline on its marketing prowess, given the mass of media attention now being given to the safety video.
From the negative corner, while some commented they were appalled Air New Zealand would be so sexist, others said the Sports Illustrated version just isn't all that clever -- a disappointing follow up to the airline's creative safety videos of the past.
"No no no no no! What a giant step backwards for the representation of women by NZ," commented Facebook user Claire Jongenelen on Air New Zealand's official page. "I am so embarrassed and disappointed, as a young NZ woman who travels for business and leisure with Air NZ. This isn't the beauty of the Cook Islands. The beauty of the Cook Islands is the scenery and its (truly) beautiful inhabitants. I'm actually a little disgusted."
(We've posted several comments from social media at the base of this story)
Air New Zealand spokesperson Andrew Aitken refuted those comments. "We have been careful to ensure 'Safety in Paradise' has been produced in a way that is tasteful," he said.
The carrier, taking fun seriously, quickly established a reputation for edgy safety videos -- part of the company strategy, Air New Zealand CEO Christopher Luxon told CNN.
"We know that we actually get our customers watching and interpreting and internalizing our safety messages, better than I would argue anyone else, because we get their attention with the video ... We've had 12 million people watch our Hobbit safety video on YouTube and you sit there and go, that's quite an incredible thing. But it's another small example of just how we think that we can deliver the table stakes of a great airline but actually do it with a twist and with some personality along the way," Luxon told CNN in an interview recorded late January for CNN's business feature series, Executive Innovator. That interview was conducted before the safety video was released.
"We'll have inflight safety videos that people love or people hate. But at the end of the day it's about taking risk and embracing risk intelligently. And that's what we've trying to do across the whole of the business as a result."
Previous safety video "episodes" include "Safety Old School Style," featuring Betty White and other octogenarians, "The Bear Essential of Safety," with Bear Grylls and "Mile High Madness with Richard Simmons," in which a sequin-shirted, short-shorted Simmons gaily encourages passengers to "grab, click and pull!"
The latter has racked up nearly 3 million views on YouTube.
MORE: Wacky in-flight videos: Game-changer or fad?
The latest "Safety in Paradise: video includes:
- Ariel Meredith checking herself in a mirror having donned her oxygen mask.
- Local men sneaking a look at a pouting, frolicking Jessica Gomes while demonstrating how to "brace."
- A three-second glimpse of a muscly male pool cleaner (seemingly in case the ladies were feeling neglected).
The "making of" video already has 540,000 views on YouTube, while the "Safety in Paradies" video, released Tuesday, has more than 120,000 at the time of writing.
Below are some of the reactions sourced from social media. Tell us what you think of the video in the comments -- fun, or sexist?
I can't tell what looks better? The SI models or the Cook Islands?? Amazing job!! #airnzsafetyvideo: http://t.co/v63pK9NL2Y via @youtube
— Stefanie Teresa (@stefaniesko) February 12, 2014
Is it a safety video or swim suit video? https://t.co/mJGzawG4SV - worst video yet @flyairnz glad my daughter isn't flying with me tomorrow
— Keran McKenzie (@keranm) February 12, 2014
Really, @FlyAirNZ ? I am very disappointed. Suggest a read of @NZSexism & look at what you are aligning with http://t.co/RQ2OVanFiL
— Sarah (@sez_sez) February 6, 2014 -
Sid Caesar, whose clever, anarchic comedy on such programs as "Your Show of Shows" and "Caesar's Hour" helped define the 1950s "Golden Age of Television," died on February 12. He was 91. 
Caesar leans on table in front of Janet Blair and Alfred Drake in a scene from the 1946 film "Tars and Spars." 
Caesar and Imogene Coca wear Bavarian costumes during a promotional photo shoot for the 1950s television program "Your Show of Shows." 
Caesar poses for a portrait in 1953 with his wife, Florence, and their daughter, Karen. 
From left, actors Howard Morris, Caesar, Nanette Fabray and Carl Reiner rehearse for the 1950s television series "Caesar's Hour." 
Caesar and Imogene Coca act in a spoof of "From Here to Eternity" called "From Here to Obscurity" during an espisode of "Your Show of Shows." 
Caesar poses for a portrait in a scene from "Your Show of Shows." 
Imogene Coca feels Caesar's biceps as he mockingly flexes circa 1955. They are both dressed in period bathing suits. 
In a scene from the 1966 film "The Busy Body," Caesar lays on top of a cop in a coffin. 
Caesar guest stars on "The Carol Burnett Show" with Carol Burnett in 1967. 
Caesar and Marlo Thomas star in a scene from the TV series "That Girl" in 1968. 
From left, Caesar, Byron Gilliam, Henry Gibson, Arte Johnson and Jeremy Lloyd take star act out a scene on the sketch comedy "Rowan & Martin's Laugh-In" in 1969. 
Julie Andrews co-stars with Caesar in an episode of "The Julie Andrews Hour" in 1972. 
Caesar plays a patient during the "Whiners" skit on a 1983 episode of "Saturday Night Live." Joe Piscopo, left, and Robin Duke play the parts of Doug and Wendy Whiner. 
Billy Crystal presents Caesar with the Pioneer Award onstage at the 2006 TV Land Awards. 
Click through to see people who passed away in 2014. 
Sid Caesar, whose clever, anarchic comedy on such programs as "Your Show of Shows" and "Caesar's Hour" helped define the 1950s "Golden Age of Television," died on February 12. He was 91. 
Hollywood child star Shirley Temple, who became diplomat Shirley Temple Black, died February 10 at her Woodside, California, home. She was 85. 
Joan Mondale, the wife of former Vice President Walter Mondale, died on February 3, according to a statement from the family's church. 
Oscar-winning actor Philip Seymour Hoffman was found dead in his Manhattan apartment of an apparent drug overdose, law enforcement sources said February 2. 
Maximilian Schell died on February 1 in a Austrian hospital with his wife by his side, his agent Patricia Baumbauer said. He was 83. Schell was nominated for an Oscar three times. He won in 1962 for "Judgment at Nuremberg." 
Legendary folk singer Pete Seeger, known for classics such as "Where Have All the Flowers Gone" and "If I Had a Hammer (The Hammer Song)," died of natural causes in New York on January 27, his grandson told CNN. He was 94. 
Ruth Robinson Duccini, who played one of the Munchkins in the 1939 classic "The Wizard of Oz," died on January 16. She was 95. 
Former Playboy centerfold Cassandra Lynn Hensley was found dead at a friend's home in Los Angeles, the coroner there said on January 17. Hensley was 34. Her cause of death was not immediately known. 
Hiroo Onoda, center, salutes after handing over his military sword on Lubang Island in the Philippines in March 1974. Onoda, a former intelligence officer in the Japanese army, had remained on the island for nearly 30 years, refusing to believe his country had surrendered in World War II. He died at a Tokyo hospital on January 16. He was 91. 
Russell Johnson, center, stands with Alan Hale Jr., left, and Bob Denver in an episode of "Gilligan's Island" in 1966. Johnson, who played "the professor" Roy Hinkley in the hit television show, passed away January 16 at his home in Washington state, according to his agent, Mike Eisenstadt. Johnson was 89. 
Ariel Sharon, whose half century as a military and political leader in Israel was marked with victories and controversies, died on January 11 after eight years in a coma, Israeli Army Radio reported. Sharon was 85. 
Franklin McCain, seen center wearing glasses, one of the "Greensboro Four," who made history for their 1960 sit-in at a Greensboro Woolworth's lunch counter, died on January 10 after a brief illness, according to his alma mater, North Carolina A&T State University. 
Larry Speakes, who served as President Ronald Reagan's press secretary, died January 10 at his home in Cleveland, Mississippi, following a lengthy illness, according to Bolivar County Coroner Nate Brown. He was 74. 
Poet Amiri Baraka, who lost his post as New Jersey's poet laureate because of a controversial poem about the 9/11 terror attacks, died on January 9, his agent said. Baraka was 79. 
Sir Run Run Shaw, the media tycoon who helped bring Chinese martial arts films to an international audience, died at his home in Hong Kong on January 7 at age 106, the television station he founded said. 
Stage, TV and film actress Carmen Zapata, who founded the Bilingual Foundation of the Arts as a means of of introducing "the rich and eloquent history of the diverse Hispanic culture to English-speaking audiences," died on January 5 at her Los Angeles home. She was 86. 
Portugal football legend Eusebio, who was top scorer at the 1966 World Cup, died from a heart attack on January 5 at age 71, said his former club, Benfica. 
Alicia Rhett, who had been one of the oldest surviving cast members of the classic film "Gone With the Wind," died on January 3 in her longtime hometown of Charleston, South Carolina, a retirement community spokeswoman said. She was 98. 
Singer Phil Everly, left -- one half of the groundbreaking, smooth-sounding, record-setting duo the Everly Brothers -- died on January 3, a hospital spokeswoman said. He was 74. 
