• by Fern Siegel , November 24, 2023

United Airlines wants to advertise — without relying on conventional ad formats.

In June, it partnered with Welsh soccer team Wrexham AFC for front-of-jersey logos. Now, it's airing a six-minute holiday rom-com, "Love in Plane Sight," featuring Jessie Cannizzaro and Samer Salem.

The film runs on United's site, social channels and flights. The trailer will also air on Peacock, in movie theaters and various digital placements, such as a new partnership with Bumble.

Filmed at Denver International Airport onboard a United aircraft, it illustrates how United can help travelers during the holiday seasons with bag drops, while promoting its Polaris business class. The short also highlights its sustainability aviation fuel program, since younger flyers often make purchasing decisions based on a brand's eco-efforts.  

"Love in Plane Sight" wasproduced by United Airlines with the Hidden Content agency, which has done work for Nike, Wild Turkey and Netflix.

The film runs on United's site, its social channels and onboard flights. The trailer will also run on Peacock, in movie theaters and various digital placements, such as a new partnership with Bumble.

"We wanted to create content that is familiar and entertaining to our travelers during the holiday season, without feeling like a traditional ad. We know the holiday movie genre is beloved. Our take on the classic holiday film pays homage to the classic tropes, while highlighting the United travel experience in a unique way," Maggie Schmerin, United chief advertising officer, told Agency Daily. 

United flew 144 million passengers in 2022, according to Statista.