United Airlines launched its 2012 Team USA television ads, highlighting the airline's role as the official airline of Team USA and marking the start of the London 2012 Olympic Games. The commercials are narrated by Academy Award-winning screenwriter and actor Matt Damon, and feature a new arrangement of United's signature theme, "Rhapsody in Blue," by the London Symphony Orchestra. United's agency of record, McGarryBowen, developed the campaign with the airline.
"Tunnel," a 60-second spot, highlights United's role in flying Team USA to the 2012 Olympic Games. The spot launched July 27 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 spot, highlights United employees' pride and coordination in flying Team USA. The spot will also run throughout NBC's coverage of the Games.
The commercials, directed by Joe Pytka, 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.--Tanya Irwin