campaign is a fully-integrated effort and will first appear in:
televisions spots will air this year. The first commercial,
“Interview,” will break in United’s key markets during
ABC’s telecast of 76th Annual Academy Awards®
on February 29. The 60-second spots are marked by stirring
animation and the dramatic return of “Rhapsody in Blue.” The
first four commercials are:
by Academy Award® nominated animators Wendy Tilby and
Amanda Forbis, which tells the story of a business person
traveling out-of-town for a big job interview.
Life,” by Michael Dudok De Wit, who won the Oscar®
for Best Animated Short Film in 2000 for “Father and
Life" shows the entire life of a business person traveling
for business throughout his career and then traveling after
by two-time Academy Award® nominee Joanna Quinn, which
shows a business idea, in the form of a lightbulb, passed along
and spread by a business women traveling to various meetings.
animated by Aleksandr Petrov and scheduled to break on Mother's
Day, May 9, 2004, is a heart-warming spot showing a businessman
traveling to various meetings carrying a rose from his garden,
which he delivers to his mother at the end of his travels.
the commercials will air on cable programs that appeal to business
travelers, including CNN Headline News, “Squawk Box” on CNBC,
and “Biography” on A&E.
Spots will also appear on high-profile primetime, early
morning and sports programming, including the NCAA Basketball
tournament, and in key hub cities to support United's business
strategy of focusing on these primary markets.
advertisements, some of which feature work originally created for
the New Yorker by such noted illustrators as Carter Goodrich, Rea Irvin,
and Charles Martin, will debut this year. The first ad in the
campaign was illustrated by Carter Goodrich and will appear in the
Wall Street Journal on February 18. Ads will then appear throughout
the year in publications including the Wall
Street Journal, The New
York Times Magazine, Time,
Newsweek, Business Week, Fortune
and Fast Company.
Billboards that feature the same distinctive illustrative style as
the rest of the campaign will appear in Chicago and Los Angeles
beginning on February 15.
campaign’s creative team includes: David Lubars, executive
creative director; Bruce Bildsten, creative director; Stuart
D’Rozario, group creative director/writer; Bob Barrie, art
director; Alex Leikikh, group account director; and Kate Talbott,
senior producer. Media
buying responsibilities are handled by Fallon Worldwide.
Minneapolis is a division of Fallon Worldwide, a part of Publicis
Groupe S.A., based in Paris. Fallon Minneapolis’ clients
include, among others: BMW of North America, Citibank, Dyson, EDS,
Holiday Inn, International Truck and Engine Corp., Lee Jeans,
Nestlé Purina PetCare, Nordstrom, Nuveen Investments, PBS, the
St. Paul Companies, Subway Restaurants, and United Airlines.
Fallon Worldwide is one of the world’s most critically acclaimed
creativity companies, delivering innovative strategic business
solutions for some of the world’s leading brands. Additional
information can be found at www.fallon.com.