Fallon Gives United a Fanciful Destination

CHICAGO Fallon transforms what many would think of as a mundane business trip into world of fantasy and excitement when viewed through a child’s eyes in its latest television spot for United Airlines.

The Minneapolis agency’s commercial, which uses stop-motion animation and puppetry, will appear during regional broadcasts of the Super Bowl on Sunday. Showing a child dreaming of his father flying to a faraway land on top of a swan, meeting at a roundtable in a forest and battling a dragon, the spot uses a version of Gershwin’s “Rhapsody in Blue” as its soundtrack.

“We challenged our agency to depict the life experience of our frequent business travelers in a thoughtful and differentiated way,” said Dennis Cary, senior vice president of marketing for the Elk Grove Village, Ill., company, in a statement. “The quality and uniqueness of [the spot’s] innovative animation technique helps us to achieve our goal of making that special connection with our most valued customers.”

The spot will air in key United markets such as Chicago, Denver, Los Angeles, San Francisco and Washington, D.C. on Feb. 5. “It’s time to fly” has been the campaign’s tagline.

Spending on the effort was not disclosed. United spent nearly $60 million on advertising through September 2005, according to TNS Media Intelligence/CMR.