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American Airlines’ newest set of commercials is transitional, advancing the carrier’s advertising message beyond reacting to the events of Sept. 11.
Two 60-second commercials, which retain a patriotic flavor, broke Feb. 14 on network television in seven markets, including the client’s Dallas/Fort Worth headquarters.
“Engine” and “Way of Life” both depict gleaming aircraft and a montage of actual American Airlines employees at work.
Text that flashes on-screen claims that the carrier is “more than an airline.” The copy variously describes the client as an economic engine and as a way of life encompassing freedom, confidence and peace of mind.
Both spots end with a shot of a silver plane flying above the clouds into an orange sun.
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