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United Airlines Animated TV Commercials  
User currently offlineCoairman From United States of America, joined Dec 2010, 119 posts, RR: 0
Posted (3 years 11 months 2 weeks 6 days ago) and read 8064 times:

I am not sure if this has been discussed very much and if it has I apologize for starting this thread.

The new United has not disclosed yet which TV commercials will be used in conjunction with customer day one next spring. I really like the animated series of TV commercials that are viewable on YouTube. They are classy, and unique and tell a story. The commercials really work well with the Rhaposdy In Blue music. Many of the voices you hear are from Robert Redford (Gene Hackman on older ones). I find these commercials are in tremendous contrast to the simple and crass Work Hard, Fly Right slogan. My favorite UA commercials are The Rose, A Life, The Dragon and the Sea Orchestra. I can imagine that producing the UA's commercials where much more expensive to produce than CO's, and CO as far as I can remember, has never shown a US national tv commercial like UA has done over the years.

Does anyone else share my views? I am hoping the the new company will carry the PMUA marketing program. I doubt it, because I believe a CO guy is running the marketing program now.


Patience Can Be A Virtue.
25 replies: All unread, showing first 25:
 
User currently offlinehnl-jack From United States of America, joined Mar 2001, 820 posts, RR: 0
Reply 1, posted (3 years 11 months 2 weeks 5 days 17 hours ago) and read 7796 times:

I would agree that the CO advertising lacks the sophistication of a world leading airline. And, given that the team responsible for the management of CO's branding and advertising has the responsibility for the new UA advertising, I very much doubt we'll see much more than pretty basic TV and print applications with little or no imagination.


Grew up in the business and continued the family tradition.
User currently offlineTOMMY767 From United States of America, joined Aug 2003, 6839 posts, RR: 9
Reply 2, posted (3 years 11 months 2 weeks 5 days 17 hours ago) and read 7767 times:

CO has lousy advertising techniques, horrible actually. I hope the creative team at united stays. That intro safety video with smisek is so choppy its not even funny. The new delta ads are great, however.


"KEEP CLIMBING" -- DELTA
User currently offlineFWAERJ From United States of America, joined Jun 2006, 3811 posts, RR: 2
Reply 3, posted (3 years 11 months 2 weeks 5 days 17 hours ago) and read 7748 times:

Quoting Coairman (Thread starter):
I am hoping the the new company will carry the PMUA marketing program. I doubt it, because I believe a CO guy is running the marketing program now.

From what I have heard, Kaplan Thaler Group (CO's ad agency, which is also responsible for the Aflac duck, P&G's Cascade, Dawn, and Swiffer ads, along with Wendy's) will be new UA's agency of record. However, the ad campaign will be new, with a new slogan to replace both "It's time to fly." and "Work Hard, Fly Right". Rhapsody in Blue will stay.



"Did he really need the triple bypass? Or was it the miles?"
User currently offlineOvereasy From United States of America, joined Dec 2010, 35 posts, RR: 0
Reply 4, posted (3 years 11 months 2 weeks 5 days 16 hours ago) and read 7715 times:

Say what you want about United Airlines, but it's "Rhapsody in Blue" advertising campaign is truly brilliant. Over the years it has won many awards, in particular, the television spot "A Life" was awarded a 2005 Association of Independent Commercial Producers (AICP) award for animation. The "Dragon" television spot received the same accreditation in 2006 and both are displayed as part of the Museum of Modern Art's (MOMA) permanent collection.
Continental's "Work Hard Fly Right" campaign had a certain direct-to-the-point, New York feel to it. But personally it generally struck me as odd and often down right opaque.
The new UA would be foolish to get rid of its "Rhapsody in Blue" and animated ad campaign. But it wouldn't surprise me if the bland, utilitarian CAL folks continue on their monotonous, low-cost advertising path.


User currently offlineSchweigend From United States of America, joined Jun 2010, 631 posts, RR: 2
Reply 5, posted (3 years 11 months 2 weeks 5 days 12 hours ago) and read 7498 times:

Quoting Coairman (Thread starter):
I really like the animated series of TV commercials that are viewable on YouTube. They are classy, and unique and tell a story .... I find these commercials are in tremendous contrast to the simple and crass Work Hard, Fly Right slogan.

Work Hard, Fly Right is a relic of a bygone time, when CO had to prove itself to the world after having earned a really bad reputation after their various bankruptcies and combinations with other airlines. That slogan doesen't make sense for the new UA.

Quoting TOMMY767 (Reply 2):
CO has lousy advertising techniques, horrible actually. I hope the creative team at united stays. That intro safety video with smisek is so choppy its not even funny. The new delta ads are great, however.

Why can't they make a better introductory video? It seems so basic. It is something that pax remember after their flight.

Quoting FWAERJ (Reply 3):
a new slogan to replace both "It's time to fly." and "Work Hard, Fly Right"

I thought it was going to be "Let's Fly Together", which isn't bad.

Quoting Overeasy (Reply 4):
But it wouldn't surprise me if the bland, utilitarian CAL folks continue on their monotonous, low-cost advertising path.

Hopefully that will end.

[Edited 2010-12-12 14:24:20]

User currently offlineCactus739 From United States of America, joined Jan 2004, 2449 posts, RR: 31
Reply 6, posted (3 years 11 months 2 weeks 5 days 12 hours ago) and read 7446 times:

Quoting hnl-jack (Reply 1):

I would agree that the CO advertising lacks the sophistication of a world leading airline.

Yes because cartoon commercials featuring dragons scream sophistication...



You can't fix stupid.... - Ron White
User currently offlineCoairman From United States of America, joined Dec 2010, 119 posts, RR: 0
Reply 7, posted (3 years 11 months 2 weeks 5 days 12 hours ago) and read 7446 times:

The current "Let's Fly Together" slogan seems more in line with a PMUA slogan. I hope that is a tip off to the new marketing program to come. I will be very interested this spring when the first TV Commercial will air and which trait it will take on. I am guessing there will be nation TV and print ads in conjunction with Customer Day One.

On a side note....I have a $100.00 bet with a co-worker that the new TV commercials will launch with the Rhapsody In Blue music. He thinks the new UA will launch an entirely new marketing program without the Gershwin music. I think he is wrong. The merger of equals takes the best of both brands, and the music, which copyright license expires in 2020, is a strong marketing asset of the PMUA.

I hope I win the bet and am looking forward to seeing the new marketing program when it is aired!



Patience Can Be A Virtue.
User currently offlineSchweigend From United States of America, joined Jun 2010, 631 posts, RR: 2
Reply 8, posted (3 years 11 months 2 weeks 5 days 12 hours ago) and read 7410 times:

Quoting Coairman (Reply 7):
I will be very interested this spring when the first TV Commercial will air

So will I.

Quoting Coairman (Reply 7):
On a side note....I have a $100.00 bet with a co-worker that the new TV commercials will launch with the Rhapsody In Blue music. He thinks the new UA will launch an entirely new marketing program without the Gershwin music.

No way they'll ever give up Rhapsody. And Gershwin wrote plenty of other songs besides that one. I wonder if UA could utilize other tunes from the songbook.


User currently offlineCODC10 From United States of America, joined Jul 2000, 2460 posts, RR: 6
Reply 9, posted (3 years 11 months 2 weeks 5 days 12 hours ago) and read 7410 times:

Quoting Coairman (Reply 7):

I hope I win the bet

You might as well collect already. "Rhapsody in Blue" is staying, no doubt about it.


User currently offlineelbandgeek From United States of America, joined Jun 2008, 759 posts, RR: 0
Reply 10, posted (3 years 11 months 2 weeks 5 days 11 hours ago) and read 7387 times:

Quoting Schweigend (Reply 5):
Why can't they make a better introductory video? It seems so basic. It is something that pax remember after their flight.

That one was pretty much a temporary hack job adding Smisek and RiB to the existing video to make people aware of the merger. I imagine they'll have a new one in time for customer day one.


User currently offlineOvereasy From United States of America, joined Dec 2010, 35 posts, RR: 0
Reply 11, posted (3 years 11 months 2 weeks 5 days 11 hours ago) and read 7338 times:

Quoting Cactus739 (Reply 6):
Yes because cartoon commercials featuring dragons scream sophistication...

Animation is actually quite a sophisticated art form; it's not just for cartoons! And it seems that MOMA and several professional advertising societies think so as well.


User currently offlineCoairman From United States of America, joined Dec 2010, 119 posts, RR: 0
Reply 12, posted (3 years 11 months 2 weeks 5 days 10 hours ago) and read 7234 times:

Quoting Cactus739 (Reply 6):
Quoting hnl-jack (Reply 1):

I would agree that the CO advertising lacks the sophistication of a world leading airline.

Yes because cartoon commercials featuring dragons scream sophistication

Actually there is a video on Youtube that explains the complicated and time consuming task of the producing the Dragon commercial using puppets. It is really interesting if you take the time to view it and might expand the idea that these animated and puppet commercials are simple and unsophisticated. Here is a link:

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



Patience Can Be A Virtue.
User currently offlineCoairman From United States of America, joined Dec 2010, 119 posts, RR: 0
Reply 13, posted (3 years 11 months 2 weeks 5 days 9 hours ago) and read 7198 times:

Again, to elaborate even further, here is a video that explains the details in tailoring the Gershwin song that is composed from scratch to coincide with "The Rose" animated commercial. You may find it interesting and see how much more sophisticated and classy these commercials are over the CO TV spots. There is no comparison.

Here it is:

http://www.youtube.com/watch?v=a43Gb9aRmnE



Patience Can Be A Virtue.
User currently offlinePacificClipper From United States of America, joined Aug 2009, 312 posts, RR: 0
Reply 14, posted (3 years 11 months 2 weeks 5 days 4 hours ago) and read 5966 times:

Quoting FWAERJ (Reply 3):
Kaplan Thaler Group (CO's ad agency) will be new UA's agency of record.

That is a short sighted travesty. If you look at that agency's portfolio they have produced some pretty unremarkable and even regrettable work (Wendy's for example). I hoped that some of the animation would remain (website, print, etc.) but there have been a lot of Mileage Plus emails that use stock photos you can find in a Google image search. Blech. The beginning of the end of PMUA's stellar and award winning branding and marketing.



Fly Beautiful :: 747
User currently offlineCOSPN From Northern Mariana Islands, joined Oct 2001, 1643 posts, RR: 0
Reply 15, posted (3 years 11 months 2 weeks 4 days 21 hours ago) and read 5373 times:

No Cartoons Please .... UA can do better...

User currently offlineckfred From United States of America, joined Apr 2001, 5294 posts, RR: 1
Reply 16, posted (3 years 11 months 2 weeks 4 days 19 hours ago) and read 5266 times:

My father-in-law is a retired business professor and taught marketing from time to time. He thought the best UA commercial was with the cockatoo at the piano, giving the impression that he was playing Rhapsody in Blue.

Unfortunately, that was the commercial that ended Leo Burnett's long-standing relationship with UA. UA hired a new vice president for marketing. I believe he was from the UK. He had never seen the cockatoo until he had accepted the postion.

He despised the commercial and couldn't believe that it sold seats.

He fired Leo Burnett, who created the slogan, "Fly the Friendly Skies" and the updated slogan, "Come fly our friendly skies."

In came McFallon Elligott from the Twin Cities with the slogan, "United, Rising." Rhapsody in Blue was ditched, too. The advertising community panned the new campaign.

What's worse, employees were getting in trouble, because they were still thanking passengers for flying the friendly skies. The press got wind of the memo telling employees to stop thanking people for flying the friendly skies, and the late night talk show hosts had a field day.

Jay Leno, who had already given Delta grief for the slogan, "Delta. We get you there." (Hey, we got you there! What, you wanted us to be nice about getting you there?!!!), was unmerciful.

"Hey, you think airline travel is getting worse? United telling its employees to stop thanking passengers for flying the friendly skies. Why? Because the skies aren't friendly anymore!!!

So, while UA has generally had successful marketing efforts, going back to the days of regulation, there have been some bumps in the road.


User currently offlineTWFirst From Vatican City, joined Apr 2000, 6346 posts, RR: 52
Reply 17, posted (3 years 11 months 2 weeks 4 days 18 hours ago) and read 5219 times:

I find UA's animated campaign/imagery to be really creepy... reminds me of Seurat meets Tim Burton. I'm glad they're keeping Rhapsody though.

I agree CO's campaign and branding is stale and needs to change. I'm certain there'll be a new campaign launched in conjunction with customer day 1 and full integration. Those above who are criticizing the 'choppy' Jeff intro to the safety videos (each airline still retains its own) need to chill... it's clearly temporary until the airlines are fully integrated and a new safety video is produced. It was obviously low hanging fruit... a quick and easy opportunity to explain the merger and get the new CEO's face in front of passengers.



An unexamined life isn't worth living.
User currently offlineCODC10 From United States of America, joined Jul 2000, 2460 posts, RR: 6
Reply 18, posted (3 years 11 months 2 weeks 4 days 17 hours ago) and read 5155 times:

Quoting TWFirst (Reply 17):
reminds me of Seurat meets Tim Burton

I could not possibly have characterized it any better. Right on the money.

I think New UA can do better. CO's marketing campaigns have softened a bit in recent years (see new commercials "Seamless" and "Features") and begun to shy away from the direct, "we're better than you" style that characterized their marketing from 1998-2008 or so.


User currently offlinePacificClipper From United States of America, joined Aug 2009, 312 posts, RR: 0
Reply 19, posted (3 years 11 months 2 weeks 4 days 5 hours ago) and read 4922 times:

Quoting TWFirst (Reply 17):
CO's campaign and branding is stale and needs to change.

To say the *very* least.

Quoting TWFirst (Reply 17):
it's clearly temporary

Agreed. But they didn't need to produce it in just one take, or so it seems. Smisek displayed the same warmth and enthusiasm as cold piece of codfish. Frankly I think CEO opening remarks ahead of the safety video are not necessary.

Quoting CODC10 (Reply 18):
I think New UA can do better

Better than the annoying, in-your-face CO style? Absolutely. Better than PMUA's sophisticated and award winning branding? Perhaps. But Kap Thaler certainly won't be the group to turn that out. I expect to see some toned down version of the current CO style with a new color palette, tag line and stock photos. CO shys away from most media other than print. I expect to see few new TV or online ads and even fewer radio spots. The only saving grace will be the continued use of Rhapsody.



Fly Beautiful :: 747
User currently offlineVC10er From United States of America, joined Feb 2007, 2968 posts, RR: 13
Reply 20, posted (3 years 11 months 2 weeks 4 days 5 hours ago) and read 4876 times:
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I have low hopes. For CO management to move the branding and design business from Pentagram to Lippencott is like moving your shopping from Sak's 5th Ave to Macy's.

Perhaps when they move from their "strategy" phase to creative they will find a new and visionary creative director!



The world is missing love, let's use our flights to spread it!
User currently offlineAlias1024 From United States of America, joined Oct 2004, 2794 posts, RR: 2
Reply 21, posted (3 years 11 months 2 weeks 4 days 3 hours ago) and read 4806 times:

I've got to say that I'm a huge fan of the entire series of commercials. They managed to do something incredibly rare in that they actually managed to connect on an emotional level. Not only that but there was great artistry displayed in the amazing animation techniques and arrangements of Rhapsody in Blue.

I almost never like commercials, even for airlines, but I loved it whenever one of these advertisements came on during a commercial break. Easily my favorite airline television advertisements of all time.



It is a mistake to think you can solve any major problems with just potatoes.
User currently offlinerampart From United States of America, joined Aug 2005, 3152 posts, RR: 6
Reply 22, posted (3 years 11 months 2 weeks 3 days 22 hours ago) and read 4719 times:

Quoting Cactus739 (Reply 6):
Quoting hnl-jack (Reply 1):

I would agree that the CO advertising lacks the sophistication of a world leading airline.

Yes because cartoon commercials featuring dragons scream sophistication...
Quoting COSPN (Reply 15):
No Cartoons Please .... UA can do better...

Either you've not seen the commercials, or your sense of sophistication is radically different than mine. "Dragon" was one of the most artful, magical commercials I've ever witnessed. It was expensive to make, groundbreaking, and portrayed a wonderful image and sentiment. Made me consider flying an airline I normallly dislike! Many of the other animations were humorous and also excellent at bringing about a point or emotion. New UA would do well to continue in that mode.

-Rampart


User currently offlineTOMMY767 From United States of America, joined Aug 2003, 6839 posts, RR: 9
Reply 23, posted (3 years 11 months 2 weeks 3 days 19 hours ago) and read 4653 times:

Something I just posted in Polls and prefs that goes hand in hand with this thread:

"Absolutely and your totally right. Something is negative or rather off putting about CO right now. Sidebar: I keep seeing CO billboards and ads throughout the NYC area and I always think to myself, why are they still advertising themselves as CO when CLEARLY they will be UA in less than a year? It's almost like they are scared to give up their brand name."

Is it just me or why is CO still putting up these ads? You'd figure they'd just start advertising as United...



"KEEP CLIMBING" -- DELTA
User currently offlinePacificClipper From United States of America, joined Aug 2009, 312 posts, RR: 0
Reply 24, posted (3 years 11 months 2 weeks 3 days 19 hours ago) and read 4613 times:

Quoting TOMMY767 (Reply 23):
why is CO still putting up these ads? You'd figure they'd just start advertising as United...

Actually the brands were to continue their own pre-merger marketing efforts till customer day one. That was stated early on. I hear Mileage Plus radio ads here in the SF area and up until a few months ago there were a few MP print ads around the city. The print ads however have ended.

Quoting Alias1024 (Reply 21):
They managed to do something incredibly rare in that they actually managed to connect on an emotional level.

Well said. Aside from the obvious artistic effort involved (art and music wise), the ads are genius because they connect on a different level. Some are humorous and some are evocative ads that strike a chord within you like 'A Life', 'A Rose' and 'Heart.'

[Edited 2010-12-14 07:40:12]

[Edited 2010-12-14 07:41:34]


Fly Beautiful :: 747
User currently offlineCoairman From United States of America, joined Dec 2010, 119 posts, RR: 0
Reply 25, posted (3 years 11 months 2 weeks 3 days 17 hours ago) and read 4559 times:

Quoting TOMMY767 (Reply 23):
Quoting TOMMY767 (Reply 23):
Is it just me or why is CO still putting up these ads? You'd figure they'd just start advertising as United...

Maybe the new UA doesn't have all the marketing management in place to make the decisions of the new company?
They still may be still deciding on which key marketing personnel they may be retaining in the new company before making any new marketing decisions and devising and implimenting a new marketing plan.



Patience Can Be A Virtue.
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