TM Raises Emotional Pitch for American | Adweek TM Raises Emotional Pitch for American | Adweek
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TM Raises Emotional Pitch for American

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DALLAS TM Advertising is airing new spots for American Airlines that seek to connect the carrier to the holiday emotions of togetherness, the agency said.

The work is a continuation of the "We know why you fly" campaign launched in September 2004 under the direction of TM chief creative officer and chairman Jim Ferguson and executive creative director Bill Oakley.

Like previous spots, the new "Going Home/Taxi" and "Going Home/Football" commercials contain vignettes about the reasons people fly, which are cleverly spelled out in airport message boards. In each spot, the American Airlines employees know intuitively what brings each passenger aboard.

Shep Kellam was the creative director on the two new spots, with Jason Niebaum as copywriter and Chris Cima as art director. Production company MJZ shot the spots and Ray Dillman directed. Charlieuniformtango of Dallas provided editing, and Stimmung created the music, the agency said.

Based in Irving, Texas, TM is an Interpublic Group shop and part of McCann Worldwide.