Besides having beautiful classical and jazz piano versions of United’s lovely theme song, Gershwin’s “Rhapsody in Blue,” United has created several fantastic animated commercials that express their offerings in a touching way to their audience.

Highly conceptual but at the same time, earthy and relatable even in their fantasy, these animations represent what magic there is in flying (if you can maintain your suspension of disbelief long enough to forget the extra charges for each piece of non-carry-on luggage that airlines like to sport these days).

What’s right about these ads? United used a popular form of creative expression and married it to a/their well known brand melody using two paragons of musical virtue: jazz legend Herbie Hancock and classical genius Lang Lang. These “dueling pianists” represent the two hearts in one of the ads, the “Heart” commercial, where they meld the sounds–and hearts–together.

The ads are a treat unto themselves, but United has also posted on YouTube their version of Behind the Music with Hancock and Lang Lang working on one animation. The “mutual admiration society” going on in the video doesn’t seem gushy and overdone for the camera as it often is with celebrities working together.

Somehow United’s very old theme song perfectly fits in the magical musically animated space they created. Watching the ads feels like I’m watching an adult Disney movie with a magic carpet ride.

Thanks, United. I needed that.

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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 | Commercials | Hancock | Heart | Lang | Olympics | United
Filed under: Advertising, Television Marketing