American Airlines is promoting first class travel in an advertising campaign featuring actor Kevin Spacey. “Individual” shows Spacey playing three characters, simultaneously showcasing his vast acting talent and American Airline’s unique approach to customer service. Kevin Spacey appears as a slick designer type, a creative screen writer and a Malibu family guy and finally as himself. The campaign is designed to reflect the broad American Airlines premium flyer demographic American Airlines is tapping into the rich values associated with ‘Modern America’; egalitarianism, primacy of the individual and the impeccable but informal approach to customer service.
Click on the image below to play the Individual video in YouTube (HD)
Two additional 20 second ads bring the proposition to life. ‘Multiple Meals’ shows the three characters having distinctive dining habits, all of which are accommodated by American Airline’s ‘Dine Upon Request’ service. In ‘Multiple Boarding’, the characters are shown checking in their various ways, from a traditional boarding pass to a smartphone option. The campaign is backed by out-of-home advertising and digital activity.
Click on the image below to play the Multiple Meals video in YouTube (HD)
Click on the image below to play the Multiple Boarding Passes video in YouTube (HD)
The Kevin Spacey Individual campaign was developed at McCann London by worldwide creative director Bill Oakley, creative director/copywriter Geoff Smith, creative director/art director Simon Butler, agency producer Paula Mackersey, working with American Airlines VP sales and marketing EMEA Maria Sebastian and head of marketing Stephen Davis.
Chris Palmer says: “Kevin Spacey really nailed the characters, as you’d expect. I can’t imagine any other living actor who could have transformed into such diverse and believable characters. It was weird shooting with him as a totally different character each day. The crew didn’t recognise him when he came on set, even on the third day. You completely forgot it was Kevin Spacey in there. In fact, it was a bit of shock to see him as himself on day four.”