The
2014 Sochi Winter Olympics have caused marketers to create a variety of Team
USA-themed campaigns. The latest from United Airlines is called ‘Athletes
Abroad,’ which is a 60-second spot that debuted during the Opening Ceremony.
The ad was created by mcgarrybowen, an advertising agency based out of New
York. It gives a look at how athletes are traveling together to Sochi. United
Airlines has been the official airline of Team USA for the past 34 years and
this commercial packs an incredible amount of Team USA spirit into one minute.
‘Athletes
Abroad’ features various lugers, skiers, skaters, bobsledders and a hockey team
arriving for their flight already geared up for the games, dressed in red,
white and blue from head to toe. The soundtrack is “Rhapsody in Blue” by
American composer George Gershwin. To narrate, United hired Matt Damon. The
spot ends with the headline “Team USA friendly,” then followed up with United
Airlines signature slogan, “fly the friendly skies.” The ad evokes a lot of
national pride when you see both athletes and employees—all real.
United
Airlines plans to follow this with two more commercials and have invested in
heavy social media and advertising. The company has asked viewers to use the
hashtags #AthletesAbroad and #TeamUSAfriendly in their tweets about the
Olympics.
You can't go wrong with athletes tearing it up in the airport and packing their luggage in over head compartments on skates. What I really like about this, is that the copy told me something that I really didn't know or paid attention, that United has been the official airline for the past 34 years. I am very bitter with United because they ripped one of my bags after they lost it for a day and refused to pay for it. So I already was negatively impacted from them directly, but this commercial was good and I was able to see past my experience to enjoy it. I also like Matt Damon. Good Post.
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