The Drum Awards for Marketing - Extended Entry Deadline

-d -h -min -sec

Client: United
Date: Oct 2019
Your Vote
Overall Rating
Opps, please vote again
5 votes

United Airlines is taking flight to a galaxy far, far away thanks to a partnership with the upcoming Star Wars: The Rise of Skywalker.

The airline’s latest in-flight video cuts back and forth between clips, artwork and swag from the new movie and flight safety features read by its crew. The airline is hoping that customers, Star Wars fans and aviation enthusiasts alike will enjoy and be informed by the five-minute video.

The action begins in Times Square, where X-Wing fighters are seen speeding along the digital screens as a captain welcomes viewers to the video. It then jumps to Sydney’s Star Wars exhibit, where a crew member gives seat belt instructions. Sao Paulo, Brazil shows off its Star Wars-themed street art as another crew member describes the exits, then to a Star Wars symphony experience for exit row instructions.

On the deck of the Millennium Falcon, R2D2 displays a hologram of an oxygen mask demonstration, then the action is displayed on the big screens of Piccadilly Circus for the life vest talk. Cut to a movie theater interior, where United chief executive makes a cameo as a moviegoer, stating “we’ll fly there soon,” as the Falcon blasts into hyperspace.

A fully decked out Star Wars/United plane is seen flying as the captain wishes everyone a good flight.


Agency: Mcgarrybowen

Client: United

Director: Robin Burke

Production company: Ignition

Editing and visual effects: Industrial Light & Magic (ILM)