American Airlines: World's Greatest Flyers Fly American 90s

Effort Also Aims To Reshape Social Media Conversation

By George Slefo. Published on Aug 29, 2016

Editor's Pick

American Airlines wants travelers to know "The world's greatest flyers fly American."

That's the pitch the carrier is making in its newest campaign, which debuted Sunday night on NFL football. The airline wants to encourage its customers to travel with proper etiquette when flying -- to be ready to go through security checkpoints or prepare for the event of crying babies, for example -- and its creative agency CP&B delivers that message tactfully in the spots.

In a 60-second spot, breathtaking shots from places like Sydney, Auckland and Hong Kong -- all new destinations the airline travels to -- are shown with captions referring to American flyers such as, "They walk faster in airports than anywhere else," and, "They like babies, but bring noise-cancellation headphones."

A 90-second video shows a pair of massive hangar doors opening, with a narrator saying, "We have a history of changing flying. We pioneered the airport lounge. The loyalty program and the transcontinental jet flight. But now all of this has become table stakes, so instead of focusing on getting to A to B, we're going to focus on what it means to change flying again."

But the broader goal of American's push might be to reshape its image on social media, the place where many irked customers call out airlines when their travels are less than optimal.

"The demographic of the type of customers we have is changing," said Fernand Fernandez, VP-global marketing at American Airlines. "The pervasive use of social tools, for example, digital and video -- these are things that are becoming more important for us to connect to and for us to start a dialogue with our customers."

The airline will encourage its customers to use the hashtag #GreatestFlyers when they have a hassle- free experience at security or if a flight attendant goes above and beyond to deliver great service, for example.

"The bigger goal here is to create, celebrate and acknowledge these types of behaviors and hopefully, amplify them on social media," Mr. Fernandez said.

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Aug 29, 2016
Crispin Porter + Bogusky
American Airlines
VP/Chief Creative Officer:
Ralph Watson
VP/Executive Creative Director:
Michael Raso
Executive Creative Director of Production:
David Swartz
Kathy Hepenstal
Associate Director of Production:
Sloan Schroeder
Executive Video Producer:
Ramon Nuñez
Executive Video Producer:
Ramon Nuñez
Junior Video Producer:
Shelby Hawkinson
EVP/Managing Director:
Danielle Whalen
Account Director:
Joselyn Bickford
Content Supervisor:
Claire Marquess
Content Manager:
Ben Song
Business Manager:
Katherine Graham-Smith
Business Affairs Manager:
Daphne Papadopulos
Associate Planning Director:
Jennifer Hruska
Senior Strategist:
Sarah Garman
Bethany Lechner
Production Company:
Gentleman Scholar
Creative Director:
William Campbell
Creative Director:
Will Johnson
Executive Producer:
Jo Arghiris
Head of Production:
Rachel Kaminek
Senior Producer:
Tyler Locke
Project Lead:
Chris Finn
Ryan Kaplin
Romel Pablo
Flame Artist:
Karen Heston
Production Company:
Plus Productions
Nicholas Lofting
Assistant Editor:
Bryce Harvey
Senior Post Producer:
Lennon Barnica
Production Company:
Mark Meyuhas
Executive Producer:
Susie Boyajan
Music Company:
JSM Music Inc.
Joel Simon
Joel Simon
Jimmy LaValle
The Album Leaf
Executive Producer:
Jeff Fiorello
Norm Felker
Norm Felker
Media Agency:

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