United flies to a galaxy far, far away with Star Wars-themed campaign

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 to 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.”

The video was filmed at Ontario International Airport and directed by Victoria Mahoney, second unit director of Star Wars: Rise of Skywalker.

Other supporting campaign elements include OOH across the country in prominent spots and airport terminals, featuring messaging with Star Wars characters and spacecraft. There will also be digital ads and social placements.

The campaign also features the branded plane, which can be tracked through FlightAware, and a safety video that runs on United’s aircraft, featuring special appearances by Star Wars characters and United staff.

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