United is hitching its brand to an X-Wing and a Skywalker by joining forces with Disney to cross-promote the airline and Star Wars: The Rise of Skywalker.
United is helping promote the conclusion of the Skywalker saga through a series of advertising and experiential elements, including a new spot that blends other-worldly action with actual United planes and crew.
The advertising, created by Mcgarrybowen, brings the United Star Wars partnership to life through a 30-second TV spot, ‘Wing Skywalker,’ featuring one of the airline’s very own Los Angeles-based ramp employees – Channon Dade. She is also known as a ‘Wing Walker’ and is the star of the commercial. The spot opens on her doing her real job, then enters a dream sequence where she sees herself trading her batons for light sabers and mimicking a scene where character Rey somersaults over a speeding vehicle.
The end of the spot shows the Star Wars-themed Boeing 737-800 with the tag “Fly the friendly galaxy.”