United Airlines To Unveil New Super Bowl Ad advertisement //'); document.close(); //]]>
Related information
E-mail this article
Print-friendly version
Stocks mentioned in this article
UAL Corporation(UALAQ) Quote, Chart, News
All PRNewswire News
Emmy-nominated campaign breaks creative ground with its first-ever use of stop motion animation and puppetry
Recent investing news
First American Partners With Bohan Group to Bring Faster, More Advanced Due Diligence Services to Mortgage Investors
Nickelodeon Announces 'Let's Just Play' Giveaway Winners
iKnowtion Announces Record Year of Growth in 2005; Increasing Emphasis on Marketing Accountability coupled with Market Receptivity to Firm's Integrated Analytic Approach Drives Growth
Raven Moon's New Animated Movie Creates Buzz at NATPE Convention
American Power Conversion Sponsors CEDIA University Events Through New CU On the Road Program
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.
Roger & Amanda La France