Y&R reveals United Airlines ad burst

United Airlines launches a global advertising campaign this month through Young & Rubicam to highlight improvements to its products and services.

United Airlines launches a global advertising campaign this month

through Young & Rubicam to highlight improvements to its products and

services.



A series of four commercials will focus on individual aspects of United

Airlines’ service offering such as its comfortable business-class seats

and its frequent flyer programme, Mileage Plus.



The campaign uses simple poster-like images to convey messages

efficiently to markets across the world.



United’s comfortable business-class seats are illustrated by a packet of

pills. The camera zooms in on an individual pill which, on closer

inspection, turns out to be a luxurious airline seat which we see

opening out for maximum comfort as the words ’warning: can cause

drowsiness’ appear on the screen.



To convey the benefits of the Mileage Plus scheme, a spot shows a space

shuttle launch, making the point that space travel would be the only way

to collect air miles quicker than with United’s Mileage Plus scheme.



The campaign’s endline is, ’People who fly for a living fly United.’



The work was devised by creative teams from a number of Y&R offices -

London, Miami, New York and Dentsu Y&R in Tokyo. It was co-ordinated by

Y&R New York and is scheduled to run initially in the UK and Germany,

extending to other markets later in the year.



Y&R won a chunk of United Airlines’ pounds 70 million global business,

which it shares with Fallon McElligott, two years ago, ending the

airline’s 31- year relationship with Leo Burnett.



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