Steven Adams high flier in latest Air New Zealand safety video

There are some "gold nuggets" in the airline's new video which has been made because passengers like them, its chief executive says.

Air New Zealand's 23rd safety video is premiering today, and it features basketball star Steven Adams, with cameos from comedian Tom Sainsbury, TikTok star Theo Shakes and Olympic champion Dame Valerie Adams.

Air New Zealand chief executive Greg Foran said the main reason the airline continued to make unconventional safety videos was that it was something "customers really want us to do".

He believed it fitted in with the airline's mantra of being curious, innovative and being bold.

Adams was symbolic of the quintessential New Zealander chasing success.

"Kiwis feeling that they can fulfil their dreams, playing in the NBA."

Adams, who now plays for the Houston Rockets, was not hard to secure either - he had approached the airline and asked to do it, Foran said.

He described the latest version of the video as being short but still entertaining while retaining all the safety messages.

"I think it's going to be terrific."

Foran was asked if frequent fliers might find the video grating. He responded that it fulfilled the essential purpose of promoting safety.

"I'm on planes often, I always watch it, never take it for granted.

"But the great thing about this video is there's some wonderful little gold nuggets in there, whether it's a bit of a play to [NBA star] Le Bron James, or a bit of a play to the speed of what we're doing. I think customers are going to enjoy it ... it does what it's meant to which is get the [safety] message across."

Foran said the safety video was important from a brand perspective - "part of the DNA of Air New Zealand".