BMP DDB unveils a television campaign for American Airlines this
week with an epic commercial depicting picturesque scenes from a mystery
The camera slowly tracks across a series of dramatic landscapes and
cityscapes, leaving the viewer wondering where this beautiful place is.
Finally, the voiceover reveals: ’You’ll find this state at 35,000 feet.’
It turns out that the ’state’ is the state of mind you experience on a
flight with American Airlines.
Over a view of grassy plains, the voiceover says: ’Welcome to an
American state with wide open spaces where the views are breathtaking.’
Moving on to views of lakes and fields, the voice continues: ’A region
rich in produce, local dishes, fine wines, food from the sea.’
Dramatic shots of buildings are next, alongside the words: ’But if you
want there’s bustle, commerce, information, the urge to get things
done.’ Then, as the scene switches to a relaxing outdoor cafe, the
voiceover says: ’You’ll find that people are warm. They’ll always be
The final shot is of a beautiful pool house high in the hills,
accompanied by the same soothing tones, which declare: ’That’s just the
way it is here. You’ll find this state at 35,000 feet.’
The message is that American Airlines offers the best of America to its
passengers - service, comfort, hospitality, high-quality cuisine and
The 50-second commercial was written and art directed by Rob Jack and
Ewan Paterson. It was directed by Rob Sanders through Helen Langridge
Associates. Media planning and buying is by BMP OMD.
The DDB network has worked with American Airlines for almost 15
Since the airline started operating out of Heathrow in 1991, adspend has
increased steadily in this country.
The UK agency’s most recent work has centred on poster executions
showing carefully crafted shots of US destinations. Last year, American
Airlines spent more than pounds 2 million on outdoor advertising
Competition among transatlantic carriers has increased substantially
over the past few years. This week, Virgin Atlantic announced a fall in
profits caused by low fares and overcapacity on transatlantic routes.