There's some pretty superb and subtle acting going on in this American Airlines spot, "Putting Them First," which highlights the carrier's pre-boarding for active military personnel. The ad, by TM Advertising, is obviously reminiscent of Budweiser's 2005 commercial that showed soldiers being applauded by strangers in the airport, but the new spot seems to be equally appreciative while grounded in the reality of 2010. In recent years, desert camouflage has become a daily sight at every major airport in America, making it difficult to know how best to show your appreciation for the startlingly young men and women serving overseas. American deserves credit for finding a way to capture that awkwardness, along with the quiet respect that lies behind it.
—Posted by David Griner