United Airlines will launch its 2012 Team USA television advertising this evening, highlighting the airline’s role as the official airline of Team USA and marking the start of the London 2012 Olympic Games.
The commercials – under the direction of veteran commercial director Joe Pytka – are narrated by Academy Award-winning screenwriter and actor Matt Damon, and feature a stirring new arrangement of United’s signature theme, “Rhapsody in Blue,” by the London Symphony Orchestra:
* “Tunnel,” a 60-second commercial highlighting United’s role in flying Team USA to the London 2012 Olympic Games. The spot launches today during NBC’s broadcast of the Opening Ceremony and will run, along with a 30-second version, throughout the network’s 17-day coverage of the Games.
* “Getting Ready,” a 30-second commercial highlighting United employees’ pride and coordination in flying Team USA. The spot will also run throughout NBC’s coverage of the Games.
The commercials are part of a larger United 2012 Team USA advertising campaign, “Before They Move Us, We Move Them,” which highlights the airline’s history in flying Team USA Olympic and Paralympic athletes to training events, competitions, Olympic Trials and Olympic Games for 32 years. The campaign includes print and outdoor advertising, a “17 Days/17 Flights to London” promotion that United conducted in the spring, social media and airport signage in United’s eight continental U.S. hubs.
“Our effort reflects the enormous pride United has in flying Team USA,” said Mark Bergsrud, United’s senior vice president of marketing. “We are thrilled to support the 2012 Team USA Olympic and Paralympic athletes as they ‘go for gold’ in London.”
United’s agency-of-record, McGarryBowen, developed the campaign with the airline.