In an effort to offset the plight of frustrated passengers faced with high ticket prices, long lines, delayed flights and increased charges for baggage, blankets and other amenities, United Airlines said it would break five TV spots "that capture the spirit of international air travel."
According to the Chicago-based carrier, the spots "cover a range of topics, from the separation we all feel on a long business trip, to the relaxation and renewal one experiences in United's new international first- and business-class cabins. Created by animators from around the world using a variety of techniques, each spot paints a picture of optimism and exploration."
The spots, the first for United from BD'M, Chicago, will air on NBC and locally in Chicago, San Francisco and Washington, during the 2008 Beijing Olympic Games. The first spot, "Sea Orchestra," is scheduled to break tonight during the Olympics opening ceremonies. The other spots are "Heart," "Moondust," "Two Worlds" and "Butterfly." The tag, "It's Time to Fly," is voiced by Robert Redford. The spots also are running on YouTube.
"Unveiling new ads during the Summer Olympics provides us with a high-profile, worldwide stage to effectively showcase the comforts of our new international first and business class service," Dennis Cary, svp-marketing at United, said in a statement. "As we roll out our new international premium travel experience, now is the optimal time to demonstrate to the global traveler that we understand how vastly important a truly lie-flat bed in both first and business class is to feeling relaxed and rewarded."