An alphorn player by the Golden Gate bridge and a Texas slide guitarist in a busy market in Mumbai are just two of the many musicians United Airlines is using in its latest global spot, showing how United is able to transport musicians – and anyone else – from one culture to another.
‘World Orchestra,’ was made to demonstrate the power of music, and travel, to unite the world. It features Gershwin’s iconic Rhapsody in Blue, a signature element of all United’s commercials, but in a fresh new way. The film depicts musicians from one culture transported to another. A Chicago blues jazz trombonist plays in a Shanghai bamboo forest, while a Japanese flutist plays against the vast expanse of the Grand Canyon. The spot ends with the shot of the German alphornist playing on the Presidio of San Francisco – announcing to the world that San Francisco is now United’s newest global hub.
“One of the most recognizable assets of United Airlines is their signature use of Gershwin’s Rhapsody in Blue,” said Haydn Morris, executive creative director, Mcgarrybowen New York. “In ‘World Orchestra,’ we used this beautiful melody as a connecting thread to showcase the global reach of the airline’s network. United Airlines showed great faith in having the tune interpreted by some of the world’s less obvious instruments, and the end result is engaging and delivers a powerful message with charm.”
The integrated campaign also includes in-market radio, OOH, digital, social, and in-flight.