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Home » United Airlines » United Airlines Plans Six Super Bowl Ads
United Airlines

United Airlines Plans Six Super Bowl Ads

Matthew Klint Posted onJanuary 31, 2024January 31, 2024 32 Comments

a man sitting on a couch

United Airlines will run not one, but six different ads during Super Bowl LVIII next month, with special messages geared toward local markets but a unified theme stressing that the carrier does not charge change fees.

United Airlines Creates Six Unique Ads For Super Bowl LVIII

The six ads will be showcased in six local markets and feature Emmy Award-winning film and television actor Kyle Chandler. Chloé Zhao, an Oscar-winning Chinese born filmmaker, directed the films. Tailor-made commercials will air in the following five cities:

  • Chicago
  • Denver
  • Houston
  • Kansas City
  • Cleveland

A more general commercial will air in:

  • Baltimore
  • Cincinnati
  • Colorado Springs
  • Orlando

The ads were produced in partnership with 72andSunny.

Looks for these ads during the Big Game on February 11, 2024 in Las Vegas.

As Maggie Schmerin, United’s Chief Advertising Officer, explained:

“Last year, about 20 days before the game, we decided to purchase a local market spot in Denver, one of our hub cities, because we had a good, timely story to tell specific to customers there. This year, we started our planning much earlier – knowing that as an airline we can really utilize a geo-specific media buy to our advantage and narrow in on select markets. We challenged ourselves to develop creative unique to several cities, which is differentiating to most ads viewers will see that day that speak to the entire country. We’re looking forward to reinforcing a message for travelers of the flexibility we offer at United – that we don’t charge fees to change your flight.”

CONCLUSION

United will debut the ads next week, several days ahead of the Super Bowl. When it does, we will preview them here. Stay tuned. And if you’re in one of the nine cities above, keep an eye out for a United ad during the big game.


image: United Airlines

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About Author

Matthew Klint

Matthew is an avid traveler who calls Los Angeles home. Each year he travels more than 200,000 miles by air and has visited more than 135 countries. Working both in the aviation industry and as a travel consultant, Matthew has been featured in major media outlets around the world and uses his Live and Let's Fly blog to share the latest news in the airline industry, commentary on frequent flyer programs, and detailed reports of his worldwide travel.

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32 Comments

  1. Andys Reply
    January 31, 2024 at 6:58 am

    Will there be one about the 767 destroyed by the DEI hire and how United is committed to being the number one airline for DEI especially pilots?

    • O'Hare Is My Second Home Reply
      January 31, 2024 at 7:33 am

      Since I only cover three of the four categories of Cis Hetero White Male, is it enough to discriminate against me? Just asking.

    • GKK Reply
      January 31, 2024 at 9:45 am

      That 767 is repaired and flying again (currently in maintenance).

    • Aaron Reply
      February 1, 2024 at 5:04 am

      Nah it had notning to do with DEI hires.

      • Koggerj Reply
        February 1, 2024 at 8:04 am

        Oh yes it did.
        The pilot had double the training and still damaged an aircraft.

        • Aaron Reply
          February 1, 2024 at 1:20 pm

          Was the damage flight related or installation related?

  2. Marc Reply
    January 31, 2024 at 8:09 am

    Glad to see my tax dollars at use here.

    Next time our government decides to socialize the losses, they should ensure that they are given the equivalent in stock shares. These to be sold back, or on the open market to reimburse the government at a later date.
    Silly how we get taken for a ride by these companies

    • Batchcaloupe Reply
      January 31, 2024 at 9:24 am

      Well, the government could have let a large airline fail. Then you would be bitching about how high ticket prices are because believe me they would be exponentially higher now.

      Also as part of the bailouts, airlines were compelled to offer stock options. I think the government had 5 years in which to exercise them.

      • rjb Reply
        January 31, 2024 at 10:46 am

        When companies in an oligopoly fail, they typically do not cease to exist. They get restructured via bankruptcy court. Equity holders get wiped out, bondholders take a haircut and unions get their labor agreements renegotiated.
        In a world of crony capitalism (like we have in the USA) the government bails out the company and gets little or nothing in return. Maybe a few shares or warrants on the common equity. The unions get preserved which is the government’s objective. See: auto industry bailout, airline bailout, union pension fund bailout, etc.

        Without crony capitalism, these companies continue to exist but with fresh capital from investor who demand changes in the business models and typically lower wages from the employees. But they continue to provide service. . Demand for air travel (or automobiles, etc.) still existing and the surviving entity will there there to meet the need.

        Given the cost structure of the US airlines right now, we are one oil price shock or one deep recession away from another financial event. But have no fear – the government has deep pockets (YOURS! ) and will keep the ships afloat without demanding much in return from the companies or their employees. Enjoy!

  3. rich Reply
    January 31, 2024 at 9:35 am

    Personally I think advertising is one of the biggest waste of money. I can understand when you have a new product but it is an airline which is basically part of a monopoly and consumers have limited choices. So they are going to pay millions to advertise. Wow.

    And I agree that any bailouts need to come with stronger conditions instead of just bonuses to management/employees and higher stock prices.

  4. Jan Reply
    January 31, 2024 at 10:53 am

    No amount of advertising would fix a mediocre product like UA. But they hired a product of DEI in Chloe Zhao. progress! I guess.

    • Aaron Reply
      February 1, 2024 at 5:07 am

      Threatened white person alert!

      • Koggerj Reply
        February 1, 2024 at 7:59 am

        White replacement is real.

        • Aaron Reply
          February 1, 2024 at 1:20 pm

          Only in the minds of the deranged.

          • Koggerj
            February 1, 2024 at 2:43 pm

            60% of ped0s are lgbt

          • Aaron
            February 4, 2024 at 1:56 pm

            Not true. But 100% of Koggerj’s who post on here are hateful bigots.

      • Jan Reply
        February 1, 2024 at 6:54 pm

        BREAKING NEWS: Gay guy wrongly assumes Asian person is white because of gay guy’s racism against white people

        • Aaron Reply
          February 4, 2024 at 1:56 pm

          So now you are claiming to be Asian? How convenient lol

        • Aaron Reply
          February 4, 2024 at 1:57 pm

          Also pointing out people’s racism doesn’t make them racist, dummy.

  5. Dick Bupkiss Reply
    January 31, 2024 at 11:30 am

    Trump’s knuckle-dragging trolls are really out in force today.

    • David Reply
      January 31, 2024 at 12:32 pm

      Soon to be President Trump….again

      • Michael Reply
        January 31, 2024 at 5:36 pm

        You mean convicted rapist and felon.

        You might consider to not just watch the talking heads but actually read the news one day.

    • AndyS Reply
      January 31, 2024 at 5:23 pm

      You mean rational people.

    • Michael Reply
      January 31, 2024 at 5:43 pm

      What else do they have to do? It’s not like they have any policy ideas to offer. Just whine and complain like little children and create chaos….over and over and over. It’s all their under developed brains are capable of doing.

      • Jan Reply
        January 31, 2024 at 6:28 pm

        “Just whine and complain like little children and create chaos….over and over and over. It’s all their under developed brains are capable of doing.”

        Sounds like you perfectly described blue haired baristas lol

        • Aaron Reply
          February 1, 2024 at 5:08 am

          You’re a blue haired barista? Lol

      • Koggerj Reply
        February 1, 2024 at 8:05 am

        Lol libtards love projecting.
        Almost as much as defending criminal riots that burn down entire city blocks and lgbt groomers.

        • Aaron Reply
          February 1, 2024 at 1:21 pm

          I didn’t think it was possible but you get dumber with each post.

  6. askmrlee Reply
    January 31, 2024 at 1:39 pm

    Is it really necessary to state that Ms. Zhao is Chinese-born? How about a description such as she is best known for winning Best Picture and Best Director Oscars for the 2020 film Nomadland?

  7. PolishKnight Reply
    January 31, 2024 at 2:50 pm

    I suppose the superbowl ads are a neat piece of retro-Americana back when Americans used to bond over the TV. Families would sit in the home and watch TV shows together, or at least the parents might want a show after 9PM and the kids would watch some sitcom at 8PM. The majority of media people consumed was either at the movie theater, via “HBO”, or broadcast TV over about 4 or 5 major channels. A majority of people my age know the TV shows The Jeffersons, Happy Days, All in the Family, The Cosby Show, and even Seinfeld.

    The art of the TV ad is that for 30 seconds, a clever ad would go viral and stick in people’s minds: “Hey Mikey likes it!” “Leggo my eggo!” “Trix are for kids!” “Pardon me, do you have any grey poupon?”

    For the superbowl, the Budweiser Clydesdales were memorable as well as the classic light beer commercials that tried to convince men that it made them attractive to hot women somehow. They were ads largely targeting the working class male audience.

    • Aaron Reply
      February 1, 2024 at 5:10 am

      Thanks, googlepedia.

      The Superbowl are still a big thing, and something people still talk about and in some cases even more than they do about the actual football game.

  8. Greg Reply
    January 31, 2024 at 4:26 pm

    Why does United need a ‘chief advertising officer’ – sounds inefficient. A good up and coming middle level manager can handle ad buying / development. They’re using agencies anyway.

    And if they’re doing local ‘customized’ buys why not throw a bone to the SFO hub which has the other Super Bowl team?? I mean it’s not like MCI is some hyper lucrative market to justify.

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