Yesterday American Airlines debuted the first in a series of new TV, out-of-home, and online video commercials to complement its We Know Why You Fly brand campaign. TM advertising, American’s long-standing AOR, developed and produced the new work and enlisted renowned director, Jim Jenkins, and O Positive Films to support the project.
The new work follows the story of a film producer and the obstacles that she faces while working in different international locations with a talented, yet challenging director. As in real life, American’s global scope and new Business Class offerings are a pivotal part of the story of this resourceful professional who "just makes things happen."
Shot on location in Buenos Aires, Dallas and Shanghai, the new commercial will air as part of the airline’s fall advertising push that includes national TV, sports and entertainment programming, and an array of online video opportunities.
This new commercial, along with additional work that will debut later in the month, will also be an integral part of American’s out-of-home utilization of video. It is the first of a series that complements the current campaign, which includes "Team Building," a commercial that features two co-workers desperately trying to change their flights to an earlier departure so they can escape their team-building seminar. That commercial recently won a Cannes Bronze Lion.