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Topic: United's New 'p.s.' Commercial Debuts
Username: AeroWesty
Posted 2013-07-02 16:03:37 and read 10524 times.

Rather unlike any previous United advertising I think, I'm not sure if it would encourage me to buy a ticket or not vs. other options if I was a regular on the NY to California runs. Keeping Rhapsody in Blue as the theme music was nice, briefly heard at the beginning.

http://www.youtube.com/watch?v=ptb8amWUK4Q

What do you think? Does it portray p.s. as it should? I'm sure AA will be doing competitive advertising of its own to promote their new fleet of A321s which will be flying this route soon enough.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: icanfly
Posted 2013-07-02 16:54:52 and read 10318 times.

I agree it's not a good ad. Saying the new ps service is "like flying internationally" doesn't do anything to differentiate the product as AA and DL also market their JFK-LAX/SFO services in this way. The ad doesn't even show us the new BF cabin or improved catering, so it doesn't enable customers to visualize UA's product when deciding which airline to book with. The Rhapsody in Blue at the start is a nice touch, though.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: questions
Posted 2013-07-02 17:01:13 and read 10282 times.

Quoting AeroWesty (Thread starter):
Does it portray p.s. as it should?

No. They left out one of the most significant service elements... the passenger's interaction with the surly FA's.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: Lufthansa
Posted 2013-07-02 17:09:23 and read 10244 times.

What is it with this new United?

It's like the let the bean counters back in charge and they don't have the vision that either the old CO or the old UA had. It's very bland at best... kinda like the new uniforms. Some boring person is obviously in charge of all of this now. It completely lacks style, completely doesn't capture anybody's imagination. What did I get from that add? That there's a window on the aircraft and that the guy there wants a sunday. Next!

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: FWAERJ
Posted 2013-07-02 17:13:33 and read 10227 times.

Quoting AeroWesty (Thread starter):
Rather unlike any previous United advertising

That's because it's the first major non-Olympic post-merger UA ad campaign to come from mcgarrybowen as opposed to sCO agency of record Publicis Kaplan Thaler.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: IrishAyes
Posted 2013-07-02 19:32:50 and read 9829 times.

Quoting Lufthansa (Reply 3):

What is it with this new United?

It's like the let the bean counters back in charge and they don't have the vision that either the old CO or the old UA had. It's very bland at best... kinda like the new uniforms. Some boring person is obviously in charge of all of this now. It completely lacks style, completely doesn't capture anybody's imagination. What did I get from that add? That there's a window on the aircraft and that the guy there wants a sunday. Next!

  

One would think that after all of the migration disaster fallouts and subsequent flight of the elites, United would put forth more effort into reviving the brand.

Instead, everything comes off as tacky, cheap and unimaginative. I do like the new uniforms (simply because I'm tired of the gap between pmCO and pmUA uniforms) but I know a lot of others are unhappy.

Even though I complain a lot here about the new AA logo and livery, I've heard from many AA elites that the airline has reinvented its from a soft product standpoint, so I cut them a lot of slAAck there.

United, on the other hand, really needs to step it up. Maybe by having $MI/J step down.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: Beardown91737
Posted 2013-07-02 19:43:22 and read 9775 times.

Not good. The only time I stepped onto a p.s. a few years ago at SFO, immediately I saw the abundance of premium seats. This showed a window, a person, and part of a seat.

Wait... did I read on a.net that F would be removed from the new p.s.? Is this UA saying that their new product "just as good"?

The other part of my sole p.s. ride is that I made an immediate right turn towards steerage (which in those days was E+). The seats had those cloth things on the headrests so you didn't get everyone else's hair grease on you. It reminded me of TWA in the 1960s. Now I am not sure if the cheap seats will be E+ anymore.

So I guess the commercial was not effective. It was nice to hear Rhapsody, and some continuity of UA branding, but it didn't strike me as United advertising.

Last thing... who cares about a 15" screen and movies? If I have Ch9 and a window seat, I have all the IFE I ever needed.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: nutsaboutplanes
Posted 2013-07-02 20:02:13 and read 9691 times.

Glad to hear Rhapsody again but the commercial is flat.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: COflyerBOS
Posted 2013-07-02 20:27:11 and read 9552 times.

Also, doesn't this just admit that flying United domestically, sucks?

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: tommy767
Posted 2013-07-02 20:56:06 and read 9408 times.

This most recent ad is a comedy of errors. One, from a framing standpoint it's absolutely ridiculous. You cannot see the seat for majority of the ad even though that is the overall message. Second, if you are going to do a snob appeal type ad, make it so. There is nothing about this that would urge a high end customer to fly PS. It's laughable at best.

"Wake me for the Ice Cream Sundae" -- wow, just wow. I love a sundae as much as the next guy but to play it up like that is just tacky.

The Olympic commercials they did last year were way more creative.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: doug_Or
Posted 2013-07-02 21:07:03 and read 9381 times.

Quoting tommy767 (Reply 9):
if you are going to do a snob appeal type ad, make it so. There is nothing about this that would urge a high end customer to fly PS. It's laughable at best.

"Wake me for the Ice Cream Sundae" -- wow, just wow. I love a sundae as much as the next guy but to play it up like that is just tacky.

I agree. It seems like they're advertising their premium product in an ad tailored to, ummm.... economy travelers.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: rwsea
Posted 2013-07-03 02:30:40 and read 8959 times.

Awful ad. This new company has no imagination or vision. This looks like something that could have been patched together on Youtube. It's almost as if the marketing department at UA is doing a case study of how to drive a brand into the ground.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: MaverickM11
Posted 2013-07-03 02:43:35 and read 8939 times.

UA never misses an opportunity to miss an opportunity

Quoting Lufthansa (Reply 3):
It's like the let the bean counters back in charge

Back in charge? They never left the building.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: trent1000
Posted 2013-07-03 03:51:39 and read 8809 times.

"Wake me up for an ice cream sundae"... You're kidding! You travel in a premium cabin and pay to eat ice cream - the lowest common denominator of dessert... Does UA add insult to that by serving vanilla only?
How about New York cheese cake or a west coast fruit parfait as a selling point?

SQ (and probably other airlines) serve Haagen-Dazs (cookies & cream and green tea at least) as a standard dessert in economy!

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: sxf24
Posted 2013-07-03 05:29:16 and read 8620 times.

I think most people interpret the ad literally and are missing the actual message. The framing seems to be intentional to highlight the flat seat without actually having to show the flat seat. Instead, we see the actual slowly leaving the frame as the seat declines. The mention of the ice cream sundae does not seem to be trying to sell this as a benefit; rather, it highlights the personal service: you can eat, sleep, and eat again on your schedule.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: FlyPIJets
Posted 2013-07-03 05:47:50 and read 8559 times.

Advertising 1st class or business class seems like a waste. Maybe if these are internet only ads, that might be a little different.

But... if this is how UA chooses to promote p.s., then it seems to me that there don't really understand their own product. What is great about p.s. is that is it a special sub-fleet dedicated just for these routes. Everyone is special on the flight (even if not really). This is UA's red carpet across the country. That's what they should advertise.

[Edited 2013-07-03 05:48:24]

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: AeroWesty
Posted 2013-07-03 06:43:37 and read 8395 times.

Quoting trent1000 (Reply 13):
"Wake me up for an ice cream sundae"... You're kidding! You travel in a premium cabin and pay to eat ice cream - the lowest common denominator of dessert... Does UA add insult to that by serving vanilla only?
How about New York cheese cake or a west coast fruit parfait as a selling point?

Sundaes are a perennial favorite on transcon flights. Boards dedicated to frequent flyers light up with dismay when even the idea of withdrawing them from service is hinted at, so I do have to credit United with picking up on a customer favorite and promoting that part of the service, regardless if others don't understand it. (There is a continuity error in the commercial though—the traveler mentions having had his 4-course meal, then asks to be awoken for the sundae, when the sundae is the 4th course!)

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: cosyr
Posted 2013-07-03 07:07:25 and read 8153 times.

Quoting icanfly (Reply 1):
Saying the new ps service is "like flying internationally" doesn't do anything to differentiate the product as AA and DL also market their JFK-LAX/SFO services in this way.

That's what makes this ad good. Here on Airliners, we know what Delta and AA have to offer, but the average non airline enthusiast could hear this and think, why doesn't any airline have the same service as international? because the other airlines didn't pose it that way. The best way to dig another company without saying their name (and you should never say their name) is to imply that you are the first one to ever do something, ignore the competition.

Like when the iPhone 5 started advertising the "HD sound" with background noise softening, as if they invented something new. This was a feature that has been on many of my phones for years, but no one bothered to advertise it until now. So Apple gets credit for inventing it, even though they were actually late to the game.

This may have been uncompelling and boring, but people who don't care about airlines will see this and think United is different, without United every actually saying they are different.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: GCT64
Posted 2013-07-03 07:29:15 and read 7923 times.

Quoting AeroWesty (Thread starter):
I'm sure AA will be doing competitive advertising of its own to promote their new fleet of A321s which will be flying this route soon enough.

AA's A321 interior tour:
http://www.youtube.com/watch?v=20zshmYxhLw

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: thorntot
Posted 2013-07-03 07:56:23 and read 7592 times.

At the end of the video, the AA link advertised American being the first U.S. carrier to offer turn-down service in First Class.

United has been doing that in United Global First (upon request) since last summer when the new sleep covers (mattress pads) were introduced.

When exactly did AA introduce this service?

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: alitalia744
Posted 2013-07-03 08:01:10 and read 7544 times.

Quoting sxf24 (Reply 14):

I think most people interpret the ad literally and are missing the actual message. The framing seems to be intentional to highlight the flat seat without actually having to show the flat seat. Instead, we see the actual slowly leaving the frame as the seat declines. The mention of the ice cream sundae does not seem to be trying to sell this as a benefit; rather, it highlights the personal service: you can eat, sleep, and eat again on your schedule.

I'm sorry but the execution lacks an idea and that is clearly evident. Using an executional device (lowering a flat-bed) is just that - an executional device.

In fact, the ad reads like a product concept full of RTBs and the Agency and Brand alike chose to dimensionalize those RTBs to deliver a non-differentiated benefit (service when you want).

That said, it fits with the straightforward nature of UALs (and sCO) marketing department.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: AeroWesty
Posted 2013-07-03 08:15:44 and read 7408 times.

Quoting thorntot (Reply 19):
When exactly did AA introduce this service?

First Google link for "AA turndown service" is this press release from 2011:

http://www.aa.com/i18n/amrcorp/newsroom/fp_premium_products.jsp

Quote:
As part of its focus on continually improving the customer experience, American Airlines is introducing a new suite of premium class amenities. The product additions are designed with the customer’s comfort and convenience in mind and will roll out on select international flights in First and Business Class cabins beginning Sept. 1.

Beginning Sept. 1, customers traveling onboard American’s flights between the U.S. and London Heathrow (LHR) will be among the first to enjoy the new offerings. First Class customers traveling onboard Boeing 777s between the U.S. and Heathrow will receive a quilted bed topper custom-designed to fit American’s popular Flagship Suite, pajamas and slippers as part of the airline’s new turndown service. A lightweight day blanket, new premium duvet and pillow, and an amenity kit featuring a bag with an authentic Eames Office® design pattern and containing Dermalogica® skincare products and other travel necessities complete the new suite of amenities.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: kgaiflyer
Posted 2013-07-03 08:44:04 and read 7103 times.

Quoting questions (Reply 2):
No. They left out one of the most significant service elements... the passenger's interaction with the surly FA's.

Really?

I would have thought the sCO FAs now based at Washington-Dulles were the only deliberately unpleasant ones.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: LanPeru
Posted 2013-07-03 09:27:41 and read 6683 times.

I like this. It's definitely more "LA" and "NYC" we don't need a total run-down of the services and the thread-counts in the napkins. Hit's all the service highlights, totally effective, it's a very specific market they are hitting - many which don't need a commercial anyways. Love that they kept the Gerschwin.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: SonomaFlyer
Posted 2013-07-03 09:33:47 and read 6615 times.

Wow, you people are a tough audience. It wasn't the best UA ad I've ever seen of course but it's certainly not as bad as many of you grumps claim either.

The P.S. offering is affected by their contracts with banks, transcon law firms and film studios. As I recall, the latest SAG contract took away mandatory first class tickets on these flights. Between that, the financial sector's weakness and sensitivity to spending and the overall economy, not nearly as many folks will pay for F class now.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: VC10er
Posted 2013-07-03 09:43:15 and read 6775 times.

Historically, United from Leo Burnett to Fallon etc ALWAYS had breakthrough advertising that was a joy to watch.

They are a huge mass airline now, the worlds biggest (for now) and everything they do now is as exciting as dark blue...so not to offend anyone. The best ads are polarizing!!!! Make people talk.

Rhapsody: THANK GOD WE STILL HAVE THAT! But JEFF please do some great ads, not an infomercial with Rhapsody placed on top. Come on dude! United needs personality back. Call Branson and beg for some advice, or even TARGET if you want to do mass with flair.

I am happy to see my favorite airline on air again though.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: flylku
Posted 2013-07-03 09:47:45 and read 6746 times.

Quoting questions (Reply 2):
No. They left out one of the most significant service elements... the passenger's interaction with the surly FA's.

Not fair. I spent 36 hours last week in the care of UA FAs and they were all great.

As for the ad, I thought is was just fine. I was unaware that P.S. was a flat bed seat. I thought the entire aircraft was simply domestic first.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: OM617
Posted 2013-07-03 10:01:03 and read 6677 times.

Quoting VC10er (Reply 25):
They are a huge mass airline now, the worlds biggest (for now) and everything they do now is as exciting as dark blue...so not to offend anyone. The best ads are polarizing!!!! Make people talk.

Rhapsody: THANK GOD WE STILL HAVE THAT! But JEFF please do some great ads, not an infomercial with Rhapsody placed on top. Come on dude! United needs personality back. Call Branson and beg for some advice, or even TARGET if you want to do mass with flair.

Kudos! I can't help but feel this is a film school homework assignment. They could have at least enlisted a celebrity spokesperson (NOT Alec Baldwin...).

The AA clip was better, but at 4 minutes clearly not meant for broadcast. And they should have closed out the piece with an actual person (like attractive flight attendant[s]).

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: United1
Posted 2013-07-03 10:21:08 and read 6488 times.

Quoting OM617 (Reply 27):
They could have at least enlisted a celebrity spokesperson (NOT Alec Baldwin...).

Actually they did...the voice over is done by Matt Damon who also did the Olympic spots. No idea who the guy in the seat is...

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: kgaiflyer
Posted 2013-07-03 11:05:26 and read 6100 times.

Quoting alitalia744 (Reply 20):
I'm sorry but the execution lacks an idea and that is clearly evident. Using an executional device (lowering a flat-bed) is just that - an executional device.

In fact, the ad reads like a product concept full of RTBs and the Agency and Brand alike chose to dimensionalize those RTBs to deliver a non-differentiated benefit (service when you want).

That said, it fits with the straightforward nature of UALs (and sCO) marketing department.

But the target audiences are the three most 'hip' cities in America - not wheat farmers in Kansas -- not shrimp boat captains in Louisiana - not congressional staffers in WashingtonDC.

That being the case, it needs to be a little kitschy.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: RDH3E
Posted 2013-07-03 11:12:45 and read 6029 times.

Quoting United1 (Reply 28):
Actually they did...the voice over is done by Matt Damon who also did the Olympic spots. No idea who the guy in the seat is...

So all of 2 lines by Damon. Most of it is just the actor.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: sfotraveler
Posted 2013-07-03 11:24:26 and read 5911 times.

I'm sorry but that ad is so bad. Bland, cheap looking and totally forgettable just like the billboards I am seeing around the Bay Area. Look at it in comparison with the highly produced Delta TV spots and even the "New" American ads and this commercial looks really weak.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: futureorthopod
Posted 2013-07-03 13:39:12 and read 4924 times.

Bad ad....I guess it compliments their not so amazing premium service.

...and the sundaes are not good either.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: VC10er
Posted 2013-07-03 16:14:40 and read 4118 times.

Quoting flylku (Reply 26):

I'm with you re: the FA's. Out of my last 200 flights on United I have yet to meet a "surly" flight attendant. Maybe some who seem indifferent, but most are lovely. I think those days of taking out their anger on the passengers is over. Back to the ad...someone here said it right "United never misses the opportunity to miss an opportunity". Here was a chance to show how nice the interiors are, to make an ordinary lie flat seat look sexy (duvet etc) and to feature great service with a great FA. The guy is fine but how much better it would have been with the perfect celeb (agree not Alec Baldwin, but I'd love Tina Fey!) Bring the "friendly skies" back to life: even if they don't bring back the slogan.

What is surprising is it lacks the McGarry/Bowen hallmark of ads that pull at the heart strings. An agency can do great work, but not without a great client.

I also read they were going to air another spot featuring the fact that they have the most flat-beds on the most flights out of NY? Has anyone else read that?

LAST: Did anyone else think of United when they saw "the Great Gatsby"? The Rhapsody in Blue scene? What a great United ad could have come out of that for premium travel!!! But, then again, after the merger, they removed champagne flutes.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: atp50
Posted 2013-07-04 07:14:41 and read 3727 times.

New to Airliners.net, but been reading forums for some time. Herein is my first post.

I agree that the p.s. commercial is bland and uninformative. It requires the viewer to have experienced UA's BF product to understand the benefits of the new p.s. product. Perhaps this would have been a better radio advertisement! They didn't take full advantage of the video medium.

As a former Presidential Platinum and CO loyalist, I'm watching the merger closely for someone in senior management, using a Bethune-ism, "to take the cheese off the pizza". I'm spending $10-20K per month on BF and domestic tickets with UA, often booking on *A partners (internationally) to compare service levels of UA against other *A members.

Currently a Global Services member out of EWR, I'm wondering why UA doesn't offer p.s. out of this hub. Do they offer p.s. out of EWR or must I go to JFK? I'm a regular TATL traveller to Europe, India, and the Middle East. I don't get to LAX very often but am going in two weeks. I didn't see a p.s. option on my EWR-LAX flight.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: flyingcolors78
Posted 2013-07-04 08:59:26 and read 3635 times.

More than two years on and the new UA is still can't get anything right. I would love to see them do well, but they can't get out of their own way. AA is getting a lot better. They had better watch out.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: TWA772LR
Posted 2013-07-05 19:54:52 and read 3151 times.

Quoting AeroWesty (Thread starter):
AA will be doing competitive advertising of its own

AA beat UA to it.
http://www.youtube.com/watch?v=-3q4etFYVps

I have to say, the new AA ads kick the crap out of UA's... I used to be AAnti-AA but with what I have heard on here, and what I've seen from their campaigns, they are making a huge turn-around!

Maybe UA should go in to BK.      

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: tjh8402
Posted 2013-07-05 20:14:27 and read 3096 times.

Quoting atp50 (Reply 34):
Currently a Global Services member out of EWR, I'm wondering why UA doesn't offer p.s. out of this hub. Do they offer p.s. out of EWR or must I go to JFK? I'm a regular TATL traveller to Europe, India, and the Middle East. I don't get to LAX very often but am going in two weeks. I didn't see a p.s. option on my EWR-LAX flight.

I know that UA does offer lie flat equipped 757s out of EWR to both LAX and SFO, but not sure what differentiates them from the PS 757s flying out of JFK. It's not all of them so you have to look at the seats for each flight to see whether your plane is so equipped or not.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: KD5MDK
Posted 2013-07-05 21:05:41 and read 3015 times.

Quoting VC10er (Reply 33):
LAST: Did anyone else think of United when they saw "the Great Gatsby"? The Rhapsody in Blue scene? What a great United ad could have come out of that for premium travel!!! But, then again, after the merger, they removed champagne flutes.

I don't think people want to be associated with The Great Gatsby.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: questions
Posted 2013-07-05 21:38:54 and read 2965 times.

When was United's hey day? Or did it ever have one?

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: ghifty
Posted 2013-07-05 22:20:04 and read 2913 times.

Poor ad. Targeting a business demographic with a non-serious, almost playful, ad? Failure.

UA really needs to drop CO's ad agency.. and go back to the pre-merger UA one. That's their only option, really, since Delta has W+K.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: AeroWesty
Posted 2013-07-05 22:36:02 and read 2903 times.

Quoting questions (Reply 39):
When was United's hey day? Or did it ever have one?

In my estimation, from the 50s when they introduced the first and only nonstop SFO-NYC service on DC-7 mainliners through the 80s. It kind of began to slide downhill after the employee buyout.

I used to "Fly the Friendly Skies" to "Our Little Corner of the World" (Hawaii), up and down the west coast, and they distinguished their transcon flights with special branding and features such as a deli bar you could walk up to and make your own sandwiches, etc. You knew you were flying from coast-to-coast, where nowadays you're stuffed into an A319 or 737 just like any other flight, with barely any differentiation in service, unless you're on a p.s. flight.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: atp50
Posted 2013-07-06 07:09:18 and read 2694 times.

Thanks, tjh8042. UA does deploy their 757-224ER aircraft on the LAX runs from EWR, all of which have the BF seat up front. However, the service is not BF or the equivalent p.s., but having the seat is nice.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: MaverickM11
Posted 2013-07-06 07:14:04 and read 2671 times.

Quoting questions (Reply 39):
When was United's hey day? Or did it ever have one?

That's an excellent questions 
Quoting ghifty (Reply 40):
UA really needs to drop CO's ad agency.. and go back to the pre-merger UA one. That's their only option, really, since Delta has W+K.

Why? UA needs to do a lot of things--it's ads are so far down the list I can't even imagine what difference it would make.

Quoting VC10er (Reply 33):
I'm with you re: the FA's. Out of my last 200 flights on United I have yet to meet a "surly" flight attendant

   I've had nothing but good FAs; gate/ticket agents, however, is another story...

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: chrishoesel
Posted 2013-07-06 07:22:39 and read 2637 times.

Can someone explain what p.s. is? I can't watch the ad because jootube is blocked here in Afghanistan.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: AeroWesty
Posted 2013-07-06 07:25:12 and read 2641 times.

p.s. = 'Premium Service'

http://www.united.com/web/en-us/cont...avel/inflight/premiumservices.aspx

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: chrishoesel
Posted 2013-07-06 07:27:27 and read 2620 times.

Thank you sir. Much appreciated.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: discoverCSG
Posted 2013-07-06 10:56:10 and read 2443 times.

Quoting AeroWesty (Thread starter):
Keeping Rhapsody in Blue as the theme music was nice, briefly heard at the beginning.
Quoting icanfly (Reply 1):
Rhapsody in Blue at the start

"Rhapsody in Blue" played throughout the ad.

Quoting doug_Or (Reply 10):
they're advertising their premium product in an ad tailored to, ummm.... economy travelers.

Maybe economy travelers from 20 years ago - these days, how many premium cabins feature 4-course meals ending with ice cream sundaes?

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: FWAERJ
Posted 2013-07-06 19:59:06 and read 2270 times.

Quoting ghifty (Reply 40):

Poor ad. Targeting a business demographic with a non-serious, almost playful, ad? Failure.

UA really needs to drop CO's ad agency.. and go back to the pre-merger UA one. That's their only option, really, since Delta has W+K.

UA did drop the sCO ad agency (Publicis Kaplan Thaler). UA's ads have been done by mcgarrybowen, an agency used by neither sUA or sCO, since the London Olympics. UA also started using Matt Damon for their voiceover concurrent with their switch to mcgarrybowen.

mcgarrybowen has a strong reputation, but the rumor is that they are waiting for the forthcoming UA website redesign (which has been delayed by the IT Issues at UA) before launching the full campaign. Give them time.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: RDUDDJI
Posted 2013-07-06 21:07:48 and read 2193 times.

I give the ad a 6 on a scale of -4 to 12. Love the rhapsody, but think they could have spent more time differentiating their product. I do think p.s. is a leader, but the ad doesn't really give that impression to a potential HVC.

Quoting TWA772LR (Reply 36):

AA beat UA to it.
http://www.youtube.com/watch?v=-3q4etFYVps

I have to say, the new AA ads kick the crap out of UA's..

You do realize that that your link is not an ad. I highly doubt AA could afford a 4 minute ad in any market without another BK.

Quoting questions (Reply 39):
When was United's hey day? Or did it ever have one?

For the US market, I'd say UA was on top before and after AA peaked in the 80's to mid 90's...all the way up until UA's BK in the mid 2000's. Since then, IMO, DL has been the leader (and their financial performance reflects this). The UA/CO merger is still playing out, and the pending AA/US merger is a merger of two extremely disgruntled work groups. Not a great outlook.

That's a general perspective. I'm sure those that live in a fortress hub, ala DFW, IAD, ATL, might feel differently.

Topic: RE: United's New 'p.s.' Commercial Debuts
Username: ghifty
Posted 2013-07-06 22:17:19 and read 2117 times.

Quoting FWAERJ (Reply 48):
mcgarrybowen has a strong reputation, but the rumor is that they are waiting for the forthcoming UA website redesign (which has been delayed by the IT Issues at UA) before launching the full campaign. Give them time.

Whoops. Forgot. I remember looking up mcgarrybowen back when the merger was finalized.

Looking through their portfolio, it seems like the United ads don't really fit with the rest of their work--particularly the stuff that Canon has. Is it possible that some of the UA ads, as of late, are done in-house? They (especially this one) seem super cheap.. the London Olympic ads were nice visually, but very limited shot-wise.


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