While we're on the subject, we may as well bring up the Robert Redford "It's Time To Fly" ads, each of which had it's own individually performed Rhapsody orchestra arrangement. They also used a wide variety of different techniques of animations, from some of the world's best animators.
my favorite (China commercial - One of the best rhapsody arragements there is, imo!) :
Second favorite (sea orchestra, performed by LA
Third favorite (heart - performed by Jazz legend Herbie Hancock and classical prodigy Lang Lang of China, on dueling pianos - a touching spot that uses emotion to such graceful levels - Debuted during 2008 Olympics):
...and the behinds the scenes of "heart" too. Very cool:]
PMUA may not have had a world class product, or world class customer service, but they did have a world class brand and respective commercial spots. They were just beautiful, pieces of a branding campaign that will likely be recognized as the best of the last decade in the industry. The "A Life" commercial back from 2005 was even recognized by the Museum of Modern as a "work of art", to be part of its permanent collection.
I hate to say it - but the new CO branding, like the brand itself, represents a complete shift downward. The Rhapsody arrangements in the three latest commercials sports are some of the worst, garish sounding ones in any UA commercial in memory. I'm pretty sure than spend money on a custom arrangement, they just dug into a pre-recorded one from the early 90s - that's what it sounds like.
The UA brand, at least in the interim campaign we have now, has been brought down to Walmart, gumball levels of unsophistication, classlessness and just general tackiness. CO's brand and their Kaplan Thaler branding activities were far from being memorable, sophisticated, or elegant. I always said it was an in your face gum ball chewing, "whaduwant" type of campaign. Now it's the face of United Airlines worldwide, at least until KT leaves next year.
This version of Rhapsody starts playing circus clown music early on, making the video sound like a parody joke, and not a legitimate ad from "the world's leading airline" that deserves to be taken seriously. Honestly, it's almost insulting the viewers intelligence when Robert Redford and "It's time to fly" instead changes to a big "swoosh" of a painfully fake looking aircraft "flying by", on top of a generic voice saying "you're going to like where we land", ending with a sharp piano note that is the essence of "cheesy". Now that I think about it, the arrangement is perfect for a child's pull up diapers spot. Ugh, it's bad. It's like going from first to worst.
[Edited 2011-09-15 23:55:43]