The 'It's Time to Fly' campaign is running across Asia, Europe and Latin America. The Asian element -- 'Signature' -- is running on CNN, BBC World, Discovery and ESPN Star Sports until the end of November. Supporting print work is also featured in Time Asia, Financial Times Asia, The Economist and BusinessWeek.
"It took about a year in production," said Fallon Asia president and creative director Calvin Soh. "With the airline business being what it is, it was put on hold."
'Signature' is built around the insight that Asians prefer to do business face-to-face. The spot revolves around the plight of a businessman who needs a contract signed by his client in the US.
His colleagues try to capture the signature using a net, but it is only by flying United to the US that the task is finally completed.
The spot is animated and features no dialogue, set to the strains of George Gershwin's Rhapsody in Blue, United's theme song.
"That's typical United," adds Soh. "We try to keep dialogue to a minimum because what we are selling is very simple: face-to-face in the most number of cities in America."
The spot was illustrated by American animator and illustrator Bill Plympton.
United makes face-to-face pitch
United Airlines has brought its new global advertising campaign to Asia, rolling out a Fallon Asia-developed TVC that attempts to illustrate the emotional connection between the airline and its consumers in the region.
