United Debuts TV Advertising To Support Team USA Campaign
By James Shillinglaw
July 29, 2012 9:19 PM
United Airlines launched its 2012 Team USA television advertising on July 27, highlighting the airline's role as the official airline of Team USA and marking the start of the London 2012 Olympic Games. The commercials, directed by Joe Pytka, are narrated by Academy Award-winning screenwriter and actor Matt Damon, and feature a new arrangement of United's signature theme, "Rhapsody in Blue," by the London Symphony Orchestra:
"Tunnel" is a 60-second commercial highlighting United's role in flying Team USA to the London 2012 Olympic Games. The spot was launched on July 27 during NBC's broadcast of the Opening Ceremony and will run, along with a 30-second version, throughout the network's 17-day coverage of the Games. "Getting Ready" is a 30-second commercial highlighting United employees' pride and coordination in flying Team USA. The spot will also run throughout NBC's coverage of the Games.
The commercials are part of a larger United 2012 Team USA advertising campaign, "Before They Move Us, We Move Them," which highlights the airline's history in flying Team USA Olympic and Paralympic athletes to training events, competitions, Olympic Trials and Olympic Games for 32 years. The campaign includes print and outdoor advertising, a "17 Days/17 Flights to London" promotion that United conducted in the spring, social media and airport signage in United's eight continental U.S. hubs. United's agency-of-record, McGarryBowen, developed the campaign with the airline.