Temerlin Eases American Into Post-Sept. 11 World

American Airlines’ newest set of commercials is transitional, advancing the carrier’s advertising message beyond reacting to the events of Sept. 11.

Two 60-second commercials, which retain a patriotic flavor, broke Feb. 14 on network television in seven markets, including the client’s Dallas/Fort Worth headquarters.

“Engine” and “Way of Life” both depict gleaming aircraft and a montage of actual American Airlines employees at work.

Text that flashes on-screen claims that the carrier is “more than an airline.” The copy variously describes the client as an economic engine and as a way of life encompassing freedom, confidence and peace of mind.

Both spots end with a shot of a silver plane flying above the clouds into an orange sun.