Smartly pulling on one of its homeland's most famous exports, Air New Zealand has a new safety video that references the forthcoming "The Hobbit: An Unexpected Journey."
Flight attendants dressed as elves guide passengers -- many with furry feet -- through the usual instructions about life jackets and location of emergency exits. Gollum makes a digital appearance and director Peter Jackson a real one, a cameo that finds him catching the "Precious" ring as it rolls from beneath a seat.
And, fans, there are clues in the video as part of a contest from the airline: Count the Elvish codes hidden throughout, then head to the airline's website to enter to win a pair of round-trip tickets to attend the world premiere of "The Hobbit" in Wellington, New Zealand, as well as a six-night stay. For more info: airnewzealand.com.
Photo: Peter Jackson's cameo in the safety video.