Why American’s New Ad Campaign Fails

American Airlines is out with a new ad campaign, asserting that “World’s Greatest Flyers” (the tagline of the campaign) choose to fly AA. The intent behind the new campaign is laudable–

American Airlines’ new ad campaign celebrates people from all walks of life – our customers and employees – traveling on American.

As the world’s largest airline, with the best network, youngest fleet and competitive product, we need to focus on the people and the experiences we serve them to set us apart from the competition. American’s customers and employees all impact the travel experience. We’re celebrating the ways they elevate themselves from good to great flyers.

We developed this campaign from the inside out, listening to our employees and customers to discover what sets us apart. Our goal is to be the greatest airline in the world, by being the airline employees want to work for, customers want to fly and where investors want to put their money.

The campaign will feature both print ads and commercials and AA released its first commercial–

I do not like this ad all. Most importantly, it does nothing to address what distinguishes American from other carriers. It does not showcase AA as “world’s largest airline, with the best network, youngest fleet and competitive product” as the ad campaign sets out to do. Instead, it borders on patronizing (“they know their mood contributes to the mood of the flight”) and gives us no reason to fly American except an emotional appeal that presumably AA hopes will play to the heartstrings of “savvy” travelers. 

Call my cynical, but the ad does nothing for me.

A few more print examples that miss the mark–

Here’s the thing: AA has a greatly improved hard product onboard, is investing in new premium services like its flagship dining experience in DFW, and is world’s largest carrier — its route network is the envy of many. 

That is what AA should be focusing on. That is how AA can win more more customers. Not that world’s greatest flyers take red eyes, are amazed by aerodynamics, or “do the right thing”…

(Tip of the hat to One Mile at a Time)