United Airlines Salutes Winter Olympians, and Its Own Employees, as Superheroes in New Ads

Flight crew includes director Martin Campbell, composer Brian Tyler

United Airlines

Air Raider. Arctic Angel. King Quad. Storm Tamer. Winged Wonder.

These are some of the “superheroes” appearing in mcgarrybowen’s new United Airlines campaign ahead of the 2018 Winter Olympic and Paralympic Games in PyeongChang, South Korea, next month.

We’re not talking about marvels (or even Marvels) who leap tall buildings in a single bound, spin webs from their fingers or dress up as flying mammals. There’s nary a cape, cowl nor magical super-duper-power in sight.

Instead, these heroes fall into two distinct categories: the six U.S. Olympic and Paralympic athletes sponsored by United (official airline of Team USA) and a half-dozen of the carrier’s own employees responsible for transporting the competitors and their gear to the Games and back. Each subject gets a goofy superhero nickname that references either their chosen Olympic sport or United job description.

Brawny two-time Paralympic sled hockey gold medalist Nikko Landeros is “The Fury,” raising a blue-gloved fist and boldly proclaiming “Team USA to South Korea!” in the ad below. When no magical transportation occurs, Olympic bronze medal-winning luger Erin Hamlin—hero name: “The Rocket”—points out, “WE can’t fly. But you know who can…”

… the helpful crew at United, of course! They’ll get our Olympic heroes to the Games on time! (As for the rest of us, well, delays happen, and living at the airport can be fun.)

In the next spot, there’s no in-flight phone booth for superhero-costume changes, so figure skater Nathan Chen, aka “King Quad,” has to improvise:

So, United customer service rep Lemont Penn is really “Departicus.” Whoa, dude!

Among the airline superheroes, they left out United CEO Oscar Munoz. Wise move. To some, he’s more of a super villain. The Re-Accommodator, perhaps? The Overbooker?

Kidding, of course. Just tossing in a little good-natured turbulence.

“The tie between superheroes and Team USA athletes is clear. They are regular people who use their exceptional talents to accomplish the incredible,” says Mark Krolick, vp of marketing at United Airlines. “For close to four decades, our employees have called upon their unique skills—transporting hundreds of thousands of customers every day, while working in rapidly changing weather conditions and providing exceptional service—to give the ‘power of flight’ to Team USA athletes, getting them to competitions around the globe.”

United tapped a pair of Hollywood A-listers, director Martin Campbell (Green Lantern, Goldeneye, Casino Royale) and composer Brian Tyler (The Avengers, Iron Man, The Fast and the Furious), to ensure the campaign flies first class.

“I just thought it was a great idea,” says Campbell in the making-of clip below. “I thought it was pretty unique. We shot in an airport, we shot in a skating rink. And I have to say, it was an exciting experience, even for me.”

“Martin Campbell’s eye for drama is uncanny,” says Haydn Morris, executive creative director at mcgarrybowen, which developed the campaign. “He knew how to bring out the right amount of ‘bigness’ in each shot, giving it a real cinematic quality.”

Here’s a mostly musical clip that focuses on Tyler’s impressively rousing score, recorded with an 80-person orchestra:

Like all classic superheroes, the athletes also get “origin stories.” Here’s one example:

No origin stories for the employees, though. Presumably, they just filled out United applications.

Additional content includes the cast discussing times they’ve felt like superheroes:

They also reveal who they’d want sitting on either side of them during a long flight:

Lucille Ball and Nick Lachey?! Why land?

Next, each star pick his or her favorite superpower:

There’s a sweet, transcendent moment when Olympic silver medalist freeskier Gus Kenworthy chooses invisibility, then quickly changes his mind. “My whole life in the closet, I was like, trying to be invisible,” he says. “And then, since coming out, I feel like my whole life’s been about visibility. So I’d rather fly.”

“For Gus Kenworthy, we had a stunt double that was going to do the harness ‘flip’ in the terminal,” says Morris. “After Gus watched the double do it, he put on the uniform and pushed to do the stunt himself. He nailed it nearly every time!”

Such a doll! In fact, they all are:

@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.