United’s “It’s time to fly” tagline was first unveiled during Super Bowl XXXVIII (2004 – present), but the campaign was reintroduced last month using a very smart strategy: a global venue (appropriate for a commercial airline). United premiered 5 new TV animation commercials during the 2008 Summer Olympic Games. One of the animations features sea creatures in orchestration, called “Sea Orchestra.” Never have underwater creatures looked so elegant and amazing.

Christine Babick is a blogger at www.beneaththebrand.com. A marketing strategist and linguist, she specializes in marketing language, website text, “emo copy,” and cause and relationship marketing.

Article Tags: Ad | Babick | commercial | Fly | Orchestra | Sea | United
Filed under: Advertising