The hobbits must be busy working on a sequel, because Air New Zealand abandoned their go-to sponsorship subject for Bear Grylls, adventurer extraordinaire and part-time fake adventurer extraordinaire. “Bear Essentials of Safety,” which details in-flight safety procedures with an outdoor twist, runs four minutes and twenty-eight seconds.

Even though Grylls isn’t from New Zealand–unlike hobbits–the spot gives Air New Zealand another reason to show off the country’s ridiculously scenic terrain as their outdoorsman explains instructions atop a mountain and places a dead fish under an airplane seat. Since nobody pays attention to standard in-flight safety precautions, signing up Grylls and changing the poorly-animated template video makes total sense. Shrewd moves by the Kiwis.

Maybe North American airline carriers can follow suit instead of turning off customers with every decision they make.