Sitting through the safety video and in-flight tutorial on a flight is never the highlight of anyone's journey: it's usually the point where you check what films are on offer or whether you'll go for the chicken or vegetarian option.
Such inattention to the flight safety has evidently been a concern of arline executives for years, with cartoon depictions becoming the norm in the ongoing battle to catch the attention of passengers.
Yet Delta may have stumbled across the holy grail of flight safety videos: choose characters based on viral content.
Thus, the airline's new PSA, entitled "The Internetest safety video on the Internet", does just that, using a whole host of the Internet's favourite viral videos to engage the frequently distracted passenger.
How many internet memes can you spot in the Delta video? Click below:
Here are just a few of the internet memes shown in the Delta video.