( 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 . '' 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 is n'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 is n'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 . 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 ? - .
'Safety in Paradise ' released February 11 , already has 120,000+ YouTube views . It features models Ariel Meredith , Chrissy Teigen , Hannah Davis and Jessica Gomes . Comment: