Can United Airlines make the skies friendly again?
Sep 20, 2013, 2:19pm CDT
“Orchestra,” the campaign’s debut spot, sets the stage, so to speak, for all that is to come. It shows a symphony orchestra onboard a United plane performing the carrier’s longtime signature brand music, Gershwin’s “Rhapsody in Blue.”
The symphonic commercial, which also uses some lilting ad copy with orchestral connotations to tie up all aspects of the global campaign, ends in a crescendo of sound and a voiceover description of United as “flyer friendly,” the key buzz phrase for the entire campaign. Actor Matt Damon is the star voiceover talent used in all the commercials.
Old Slogan Returns as United Asserts It Is Customer-Focused
By JANE L. LEVERE
AFTER almost a 20-year hiatus, United Airlines is once again urging travelers to “fly the friendly skies.”
The iconic tagline, created by Leo Burnett in 1965 and used by the carrier until it parted ways with the agency in 1996, has been resurrected in a multimedia ad campaign by McGarryBowen that is United’s largest in decades. The campaign also features George Gershwin’s “Rhapsody in Blue,” music United has been using continuously in advertising since 1987.
The campaign — which begins Sunday on broadcasts of N.F.L. football games; the PGA Tour championship; the season premiere of “60 Minutes” and the Emmy Awards program — contains a refreshed, 21st-century version of the tagline.