Previous FrontPage Edition 20 Feb 2004

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United Airlines introduces invigorated brand

The campaign is a fully-integrated effort and will first appear in:

·         Television. Four 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:

o       “Interview,” 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.

o       “A Life,” by Michael Dudok De Wit, who won the Oscar® for Best Animated Short Film in 2000 for “Father and Daughter.”  "A Life" shows the entire life of a business person traveling for business throughout his career and then traveling after retirement.

o       “Lightbulb,” 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.

o       “Rose,” 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.

Nationally, 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.

·         Print. Seven print 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.

·         Out-of-Home. 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.


The 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.

About Fallon

Fallon 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

Content Contributor: United Airlines


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