Date: Apr 2020
Your Vote
Overall Rating
Opps, please vote again
10 votes

American Airlines has released its first brand-led work since 2016 with ‘You are Why we Fly’ – a film that looks to explain why planes are still taking off and thank staff for their service during the coronavirus outbreak.

The spot was created by agency of record CPB. It features user-generated smartphone footage of empty planes and airports alongside shots from a “small photo and video shoot” undertaken by the brand and agency.

A voiceover asks the question: “Why do we fly?” In answer, she responds: “We fly because people need to get home, and life-saving equipment needs to get to the lives that need saving. We fly because you’re doing your part to keep the world moving, and we want to do our part too.”

The film, which is currently running on AA’s owned channels, is accompanied by creative spanning Facebook, Twitter, Instagram, LinkedIn, banner ads, email marketing, internal communications and digital screens at airports.


Agency: CPB

Adam Chasnow: Executive Creative Director

Gabe Castelo Branco de Melo: Creative Director

Tony Calcao, Creative Director

Aaron Fisher: Associate Creative Director

Annie Russo: Copywriter

Dana Buckhorn: Copywriter

Dan Corken: Head of Production

Jamie Slade: Senior Producer

Mimi McCormick: Producer

Lilah Strauss: Jr. Producer

Joselyn Bickford: VP, Group Account Director

Claire Marquess: Account Director

Emily Gruppo: Management Supervisor

Jordan Harris: Account Supervisor

Julie Kolton: Director Business Affairs

Gina Kramer: Associate Director of Broadcast Talent

Courtney Dixon: Associate Director, Project Management

Jen Hruska: Co-Head of Strategy

Nicole Hering: Strategy Director

Andrew Malordy: Associate Director Communications Strategy

Production Company: Serendipity Works

Editorial: the now corporation

Editor: Jessica Farmer

Sound Design and Mix: Coupe Studios

Music: JSM Music

Finishing: Wild Manor

VFX: Charlie Brittz: Jonnie Sirotek

Color: Jonnie Sirotek

Post Producer: Kate Swenson, Kaylee Behn