Planes: Fire and Rescue is about the sacrifice that firefighters make every day. They put their lives at risk so others can be safe and are heroes not because they have special powers but because they do their jobs and cooperate with the team. There's also a strong emphasis on community and working together, as well as accepting the consequences of your mistakes and learning from them.

A few phrases meant to suggest swearing -- like "oh, Chevy" and "I kicked Aston-Martin." Also "shut the hangar door" and a couple of insults, including "dumb" and "bumper kisser." Also a little crude, gas-related humor.

While there are no actual brands in the movie, there are many off screen tie-ins, from toys to clothes to games to food. Some of the movie's brands are meant to suggest real-life equivalents -- like "Honkers" bar, the TV show CHoPS, the movie Howard the Truck, etc.

The planes socialize in a bar-like hanger and at a swanky lodge, drinking from from cans of motor oil, which they sometimes buy for each other like drinks. Reference to a "motor-jito."