by Donald Wood
Last updated: 8:55 AM ET, Wed February 7, 2024
United Airlines announced a series
of new commercials starring Emmy-award winning actor Kyle Chandler that
will air Sunday during the 2024 edition of the NFL’s Super Bowl.
Highlighting United’s decision several years ago to permanently
eliminate change fees, the new advertising campaign will see Chandler calling
on football fans from several key NFL markets to believe in their team and book
a flight to New Orleans next year without worrying about ramifications.
New Orleans is scheduled to host Super Bowl LIX in 2025.
“This simple policy change has had a dramatic impact on our
customers and the overall experience of flying United,” Chief Customer Officer Linda
Jojo said. “You can book with confidence knowing that even if your – or your
teams' – plans change, United has your back.”
The market-specific ads will target Chiefs fans in Kansas
City, Browns fans in Cleveland and Texans fans in Houston on broadcast television,
as well as Bears fans in Chicago and Broncos fans in Denver on social media. A
general market film will also air on TV in Chicago, Denver, Baltimore, Orlando,
Colorado Springs and Cincinnati.
Dubbed “Believing Changes Everything,” the campaign marks
the first time a Super
Bowl advertiser created this many different commercials written
specifically for local markets.
“This is about believing. Believing so hard that you book
your flight to next year's big game before the season even starts,” Chandler says
in the ads. “Because believing that hard can change everything.”
Since eliminating change fees, more than 10 million United passengers
have changed their flights without paying fees. The carrier is hoping the ads directed
by two-time Oscar winner Chloé Zhao convince NFL fans to book their trip to next
year’s Super Bowl despite the uncertainty.
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