“>Sea Orchestra.Surely awards will be won if not already. Surely these will set off a flurry of animation in commericals the likes of which have not been seen ever.
United hired international teams of animators, musicians, artists and directors from India to South Africa to Norway to France to China to create these masterpieces. Robert Redford is the voice over (I knew I recognized that voice). Their pr spin reads “New ads create an artistic interpretation of the emotions travelers feel when flying United’s new international service.”
So if artistic mastery weren’t enough, they launched them during the Olympics. Sea Orchestra, featured above, was first shown during the Opening Ceremony which is when I saw it and only a commercial like this could break through the spectacular nature of what the Olympic Opening Ceremony turned out to be.
“>Two Worlds. Then yesterday, Sunday, I saw the second one, “Two Worlds” which takes you from a black and white scenario (again animated) to one with color. You can’t miss the ads though, right, besides being visually arresting they have these catchy little customized versions of Gershwin’s “Rhapsody in Blue” performed by the L.A. Philharmonic. In Sea Orchestra a United airplane crosses the ocean and
is serenaded by an orchestra of animated sea creatures that are playing a
unique version of Rhapsody in Blue using tubas, violins, French horns and
the Indonesian gamelan. The score was created by Shy the Sun, a South
Africa-based directing team, which used hand-drawn textures, computer
animation characters and photographs of water, reefs and skies. The Two Worlds commercial combines two different and distinctive animation styles created by directors SSSR, a Norwegian and Japanese team, who was responsible for the monochromatic world that was mostly computer-generated with a hand-crafted feel, and Gaelle Denis, a French director, who was responsible for the colorful
fantasy world that uses using live action, computer generation and matte
paintings, including textures such as Japanese rice paper.
So, I did read where the campaign “It’s time to fly,” created by ad agency BDM has earned the Gold Effie Award for marketing effectiveness and was nominated for an Emmy Award. I’ll say.
You can’t beat the timing. That alone is brilliant since what they are advertising is United’s new international first and business class service with flat bed seating. If the flying is as comfortable as these commercials make it look, then they win all around, regardless. It’s first class advertising not to mention international in nature (which is what really makes it all fly) and launched with not just one but 5 different spots to be aired during the Olympics where you get more international eyeballs than any other venue at one time.
Bravo BDM. Bravo United. Bravo Marketing Team. I’m on board. It’s time to fly!
(for more on the teams and intent behind each of the commercials go here and to see the rest of the new ads go here).