The Drum Awards for Marketing - Entry Deadline

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Client: United
Date: Nov 2019
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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.”