Cine Flight for USAF

SiegelGale, a contender in the ongoing review for the $50 million account of the U.S. Air Force, broke a new campaign for the client in movie theaters last week.

Ads range from aerial dogfights to an emotionally charged spot in which a scene with a mother and her children is transformed into a still photo taped inside the cockpit of an Air Force jet being piloted through a dark night.

Kenneth Cooke, chief creative officer of SiegelGale, called the latter spot “very atypical of most military advertising” with its emotional, rather than adventure-driven, appeal.

The New York shop created one 60-second movie trailer and four 30-second television spots as a subcontractor for agency of record Bozell Kamstra Texas in Irving, Texas.

The advertising campaign, with a budget of $34 million, will air on national network television beginning in September.

Agencies participating in the current Air Force review said the appearance of the new...