"I don't want to be too petty," Jones told media this afternoon.
"But the reality is the [video] trivialises safety; I think it's a juvenile mishmash and it's toneless."
He said he had sat next to quite a few tourists on planes, many of whom were confused by the video.
"Based on my quite scientific assessment of travellers' views about that video, I have never heard the F-word more frequently and they're not saying 'first class'."
He said it is not about safety – "it's a lame attempt at entertainment. I reckon it's just cringe culture, eh?"
Air NZ said in a statement it was natural that the video did not appeal to everyone.
"We are proud of the latest safety video and make no apology for celebrating Kiwi culture or showcasing the talents of people from 30 community groups around New Zealand, including in many regions.
"It's natural that not everyone will like each new safety video, which is signed off by the Civil Aviation Authority before going on board the aircraft. However, the overwhelming sentiment for this latest edition is positive."
Although not a fan of this video, Jones had enjoyed some of Air NZ's previous safety videos.
"I liked the one about up North, the one with Rachel Hunter, her hanging out with the Māoris," he said.
He also liked "the one with the All Blacks" which he characterised as "kind of alright."
But he said the video before the It's Kiwi Safety video – which featured actor and environmentalist Adrian Grenier in Antarctica – was "too much of a try-hard thing."
Jones had previously been critical of the company cutting some of its regional routes and even went as far as calling for Air NZ's Chairman, Tony Carter, to resign.
On Sunday, Air NZ Chief Executive Chris Luxon responded to recent attacks by Jones on Air NZ on Q & A.
"What I'd say is I don't think Government and business having shots at each other is particularly helpful or constructive particularly to potential investors wanting to invest in New Zealand," Luxon said.
Jones said he acknowledged Luxon was the chairman of the Prime Minister's advisory committee.
"But he needs to stay well clear of having any opinion about my role in politics."
Jones said he is not usually a hip-hop fan as "it's indecipherable to me".
National's regional development spokesman Paul Goldsmith said Jones was not acting as a minister should.
"I don't think he should be waging a personal war with Mr Luxon in that way, which is what it's looking like. Petty attacks on a regular basis is not the way that a Minister of the Crown should behave.
"He frankly should be paying more attention to his own area, so he's not sending 400,000 seedlings through the mulcher."
