United Airlines To Unveil New Super Bowl Ad

Emmy-nominated campaign breaks creative ground with its first-ever use of stop motion animation and puppetry

CHICAGO, Jan. 30 /PRNewswire-FirstCall/ — Business travelers watching their favorite team battle for the coveted Super Bowl title will be inspired to charge the boardroom and challenge corporate foes with United as their ally. The first United Super Bowl ad in at least a decade, “Dragon” will debut during the Feb. 5 Super Bowl XL game, just prior to the start of the much-anticipated halftime event. The television advertisement will appear in Chicago, Denver, Los Angeles, San Francisco and Washington, D.C.

Set to one of the most dramatic variations yet of George Gershwin’s “Rhapsody in Blue,” the new 60-second advertisement alludes to the obstacles and successes business travelers face and United’s commitment to enabling their personal and work-life success.

“We wanted our ads to depict the life experiences of our frequent business travelers in a thoughtful and differentiated way,” said Dennis Cary, United’s senior vice president – Marketing. “The quality and uniqueness of Dragon’s innovative animation technique helps us to achieve our goal of making that special connection with our most valued customers.”

A short clip of the ad released today provides a glimpse of the magic of both the “Dragon” storyline and puppetry and can be found at http://www.prnewswire.com/mnr/united/23623/ after 10:00 a.m. ET.

“A parent’s business trip seen through a child’s eyes seemed like rich creative territory,” said Stuart D’Rozario, group creative director with Fallon, the agency behind several award-winning United ads. “The puppets and stop motion animation style allowed us to tell the story and express the emotion in a really unique way.”

Each figure and element of the set was hand-painted and individually assembled — including the installation of small hinges for movement before being brought to life through the complex, seven-month filming process. Puppets were “rigged” to the set and the camera shot each of the 1,440 individual frames to create movement. Following filming, the rigs were digitally removed from the animation.

“Dragon” was directed by Jamie Caliri of the production company Duck Studios.

About Fallon

Fallon Worldwide, one of the world’s most critically acclaimed, creatively driven branding companies, manages the consumer voice of some of the world’s leading brands, including Citi, Sony, Nestle Purina, Nordstrom, TIME Magazine, United Airlines, National Car Rental and Alamo Rent a Car. Fallon Worldwide is a global network of Publicis Groupe, based in Paris, and has more than 500 employees worldwide. The company has full-service offices in Minneapolis, London, Singapore, Hong Kong, Sao Paulo and Tokyo. Additional information can be found at http://www.fallon.com/.

About United

United Airlines (BULLETIN BOARD: UALAQ) operates more than 3,400 flights a day on United, United Express and Ted to more than 200 U.S. domestic and international destinations from its hubs in Los Angeles, San Francisco, Denver, Chicago and Washington, D.C. With key global air rights in the Asia- Pacific region, Europe and Latin America, United is one of the largest international carriers based in the United States. United is also a founding member of Star Alliance, which provides connections for our customers to 790 destinations in 138 countries worldwide. United’s 57,000 employees reside in every U.S. state and in many countries around the world. News releases and other information about United can be found at the company’s Web site at http://united.com/.

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