United Airlines has released another commercial narrated by Matt Damon, this time highlighting United’s extensive worldwide route network from the view of a lie-flat seat…or something like that.
It is by no means UA’s best commercial: it features a first person view staring up at many of the great cities served by United, then pans to the customer actually being supported by dozens of United employees of all stripes. As the man and his bag reach the destination, text reads, “Got your back__friendly”.
There are three things I like about the commercial. First, it nicely points out UA’s route network without even mentioning it. Second, it highlights that it is not just pilots, FAs, and gate agents that make travel possible, but the whole team who work down below and behind the scenes. Lastly, the “we’ve got your back” imagery is clever and vital for an airline hoping to secure loyalty.
A good commercial overall…I approve. What do you think?
I hope this isn’t a complete marketing campaign. Unless you recognize the Rhapsody in Blue branding, it’s 2/3rds the way through before it’s obvious or even mentioned that it is for United Airlines.
Still doesn’t beat: https://www.youtube.com/watch?v=N2Qdq86UAzk — which goes right to the heart-strings of their target market.
The problem with #3 is that it’s an outright lie. An airline that’s “got your back” wouldn’t have such customer unfriendly policies, sheer incompetence during irrops, and lousy treatment of their premier members.
Keep in mind in just coming off a terrible week with United. Next week looks like my 14 hour flight on an M fare will be a failed upgrade.
Anyway, when I first saw this ad, I liked it. Like everything in this current campaign, the “X_Friendly” tag line just kils it for me. Saying it doesn’t make it true. I like the focus on the global network, that is a key differentiator, as well as the multiple members of the United family that make it go. I think this is well done, and I’m glad to see they are spending some money on something besides executive compensation.
The commercial itself is good. I agree with your opinion on the imagery the ad is trying to convey, and the “got your back” theme is potentially powerful for building loyalty. But…
To piggyback off of what Brad and Thom said, the whole “Friendly” theme falls flat unless UA can get its operational problems behind it once and for all, during IRROPS in particular. When you’ve been subjected to the United Creeping Delay (TM) for hours two days in a row like Brad was, you don’t exactly feel like the airline has your back.
The “Got Your Back” ad campaign is uproariously ironic: United literally “got my back” in March when one of their aircraft’s murderously uncomfortable seats left me in crippling back pain for 5 days after my flight.