(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."
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'Safety in Paradise' released February 11, already has 120,000+ YouTube views
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It features models Ariel Meredith, Chrissy Teigen, Hannah Davis and Jessica Gomes
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Air New Zealand says it has been done "tastefully"
- @placeholder checking herself in a mirror having donned her oxygen mask.