The Bears aren’t in the Super Bowl. Neither are the Texans. Or the Browns. Chicago-based United Airlines addresses those fans in a tongue-in-cheek Super Bowl campaign Featuring Kyle Chandler.
Chandler’s, who made his mark in the Chicago-produced series Early Edition, message aims to encourage football fans across five different markets to believe in their teams and book United flights to next year’s game in New Orleans without the worry of change fees.
The campaign, created by 72andSunny, is aptly named “Believing Changes Everything,” marks the first instance of a big game advertiser crafting numerous commercials tailored specifically for local markets. Targeting Chiefs fans in Kansas City, Browns enthusiasts in Cleveland, Texans supporters in Houston, Bears followers in Chicago, and Broncos devotees in Denver, these ads will air on broadcast TV and social media platforms.
Additionally, a general market film, directed by Chloé Zhao, will be televised in Chicago, Denver, Baltimore, Orlando, Colorado Springs, and Cincinnati. Each commercial resonates with the unique emotions of fans in these cities and encourages them to dream big about their team’s prospects for the next season. Watch below:
“This is about believing. Believing so hard that you book your flight to next year’s big game before the season even starts,” remarks Chandler. “Because believing that hard can change everything.” Watch below:
“Everyone tuning into the game isn’t feeling the same way the majority of fans are watching someone else’s team play. This presented a unique creative opportunity to make an ad that speaks directly to the cities and fanbases who are already looking ahead to next season. By producing market-specific commercials, we can avoid the sports cliches that are all-too-common this time of year and demonstrate that United is standing with fans of the local team who are already excited about next season,” said Maggie Schmerin, United’s Chief Advertising Officer.
Since the policy’s inception in 2020, more than 10 million United customers have benefited from the ability to change their flights without incurring fees. Noteworthy statistics include 3.6 million passengers altering their flight times, 1.8 million extending their trips, and 1.5 million opting for flights to or from different airports. Moreover, 300,000 travelers have transitioned from domestic to international flights and vice versa. The number of self-initiated flight changes via United’s app has doubled, highlighting the convenience and flexibility afforded to passengers.
Linda Jojo, United’s Chief Customer Officer, attests, “This simple policy change has had a dramatic impact on our customers and the overall experience of flying United. You can book with confidence knowing that even if your – or your teams’ – plans change, United has your back.”
United Airlines boasts a rich history with professional football, with affiliations spanning over 50 years. As the official airline for the San Francisco 49ers and the official commercial airline of the Kansas City Chiefs, United solidifies its commitment to football enthusiasts by facilitating travel to and from this weekend’s game in Las Vegas. Notably, the airline has expanded its big game schedule to include 43 new direct flights, further enhancing accessibility for fans.
Super Bowl LVIII will be played at Allegiant Stadium in Las Vegas, Nevada on Sunday, February 11, 2024. It will be broadcast on CBS and streamed on Paramount+ and Nickelodeon. Usher will perform at halftime.
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