American Airlines - The Legend Is Back

American Airlines - The Legend Is Back

American Airlines’ latest print campaign celebrates the upgrade of the airlines’ transcontinental service, as the lucrative routes between New Jork, Los Angeles and San Francisco have become a major battlefield for US carriers vying for customers.

Starring Julianna Margulies (The Good Wife) and Neil Patrick Harris (How I Met Your Mother), the new advertising campaign mimics the heritage AA advertising campaigns featuring Grace Kelly and Gregory Peck , who apparently flew American a lot back in the day.

Created by McCann, the American campaign is designed to remind consumers that is was AA that invented the transcontinental service back in 1953. Presented in black and white, with the only nod to colour being the airline’s new logo and tailfin, the styling and composition of the campaign taps into the current trend of ‘looking backwards.’

“We have such a rich heritage in the transcon market,” said Fern Fernandez, American’s CP of global marketing. “For some years we hadn’t really hadn’t invested in the right way. The crux of the campaign is that we want to remind people that we invented trans-continental service. Now we are completely reinventing and taking a different approach in this market.”

Besides featuring in print, the current print advertising campaign will also be translated to TV adverts, following an initial mid- January teaser commercial .