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American Airlines Thanks U.S. Troops Through Special TV Commercials

New Spots, Created by TM Advertising, Invite Customers to Join American in Supporting Veterans, Active Military

FORT WORTH, Texas, May 24 /PRNewswire-FirstCall/ -- A simple thank-you can go a long way.

American Airlines has taken that sentiment a step further, introducing two new television commercials as a public expression of gratitude and a tribute to those in uniform, veterans and their families.

The new TV spots, called, "Thank You" and "Putting Them First," aim to emotionally connect viewers with active military service members during their travels. The commercials will air beginning Memorial Day weekend.

"Support for U.S. troops and veterans runs deep at American Airlines," said Roger Frizzell, American's Vice President – Corporate Communications and Advertising. "Since World War II, when our first CEO, C.R. Smith, joined the Army Air Forces to oversee the wartime efforts of the nation's commercial airlines, American's commitment has never wavered. These TV spots are a way for all of us within the American Airlines family to say thank you – for your commitment, your dedication, your sacrifice and your service to the United States."

Created by TM Advertising, American's long-time advertising agency of record, the new 30-second commercials were filmed on location at Dallas/Fort Worth International Airport, one of American's hubs.

"As always, our best work for American Airlines grows from their own operation. These TV spots allowed us to elegantly tell the stories of what happens countless times every day on their aircraft," said Bill Oakley, Managing Director/Chief Creative Officer for TM Advertising. "They are a testament to American's long-standing support and commitment to all the men and women in uniform."

"Thank You" tells the story of a traveling solider – unfailingly polite and respectful, as is typical of military in uniform. As he begins his journey with American Airlines, he thanks everyone he meets, including the American employees who help him with self-service check-in, at the Admirals Club®, and at the gate. As he boards the plane, a passenger offers him his window seat, and the soldier quietly replies, "I'm fine. But thank you, sir." As the young solider exits the aircraft upon arrival, he begins to say thank you to the pilot, who stops him and says, "No … thank you," – in an expression of thanks to every man and women in uniform for their service to the United States.

"Putting Them First" follows a young Marine, seated in a busy gate area prior to boarding a flight. As she is reviewing her documents, an American Airlines gate agent approaches the Marine to tell her the airline is pre-boarding military passengers. As the Marine makes her way to the gate, fellow passengers step aside, smiling and acknowledging her. She makes eye contact with an elderly veteran who rises, saluting her in perfect military form. She pauses, holds his gaze for a moment, then nods. As she boards the aircraft, viewers hear, "To those who put our country first, we're honored to do the same for you."  

The commercials close with an invitation to join American in its support of military/veterans as well as other key causes. This month, American launched its new "Join Us" website – www.aa.com/JoinUs – which houses information about several of American's important causes, including military/veterans, Susan G. Komen for the Cure®, children's charities and other community efforts. Visitors to the Join Us website can learn more about American's community relations programs and opportunities to support causes that are important to them.

"Thank You" and "Putting Them First" will begin airing Memorial Day weekend on selected national cable channels, including ESPN, ESPN 2, the History Channel and the Food Network. The spots will continue to air throughout the year to coincide with special observances, including the Fourth of July, Veterans Day and Thanksgiving. Both commercials can be viewed online at AA.com/JoinUs.

Veterans/military programs are a strong priority at American, reflecting the airline's commitment to honor the bravery and dedication of those who serve the United States. More than 60 percent of American's pilots and approximately 10 percent of all American and American Eagle employees are active military service members or veterans. American supports members of the military, veterans and their families in their communities as well as when they travel. Examples include special military airfares, support of non-profit organizations, and employee engagement in a wide variety of events and activities.

Amenities include:

  • Priority boarding, including preferred seating and upgrades if available
  • Waived baggage fees
  • Complimentary Admirals Club admission for qualifying active members of the military
  • Priority baggage delivery to the claim area

About American Airlines

American Airlines, American Eagle and AmericanConnection® serve 250 cities in 40 countries with, on average, more than 3,400 daily flights. The combined network fleet numbers more than 900 aircraft. American's award-winning Web site, AA.com®, provides users with easy access to check and book fares, plus personalized news, information and travel offers. American Airlines is a founding member of the oneworld® Alliance, which brings together some of the best and biggest names in the airline business, enabling them to offer their customers more services and benefits than any airline can provide on its own. Together, its members serve nearly 700 destinations in more than 130 countries and territories. American Airlines, Inc. and American Eagle Airlines, Inc. are subsidiaries of AMR Corporation. AmericanAirlines, American Eagle, AmericanConnection, AA.com, We know why you fly and AAdvantage are registered trademarks of American Airlines, Inc. (NYSE: AMR)

About TM Advertising

TM Advertising, headquartered in Dallas, is an independently managed subsidiary of Interpublic Group (NYSE: IPG), one of the world's largest marketing communications companies. Agency clients include the brands of American Airlines, American Heart Association, Discover Network, HP Enterprise Services, Sport Chalet, SuperMedia and Texas Tourism. For more information, visit www.tm.com.

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SOURCE American Airlines

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