Fallon's Follow-Up United Campaign in Production

Fallon McElligott is in production on a new United Airlines campaign to replace “Rising,” a company official said.
“We’re shooting them right now,” said Graham Atkinson, senior vice president of marketing for the airline, based in Elk Grove Village, Ill. He wouldn’t divulge details, but said the strategy is to highlight specific differences between United and its rivals–such as larger overhead bins and more comfortable seating.
United in October announced it was scrapping Fallon’s 3-year-old “Rising” campaign, and asked Fallon and Young & Rubicam, New York, its international agency, to find a new direction.
Atkinson said the much-maligned campaign was “too intellectual” for U.S.