It’s not often that we see US airlines advertising during the Super Bowl. United Airlines will be the exception this year, and the airline has just unveiled the ad that it will screen. I’m not sure what exactly to make of it.
In this post:
United Airlines markets lack of change fees in new ad
United Airlines’ new ad campaign stars Kyle Chandler, and will air during this Sunday’s Super Bowl. The premise of the ad is simple, and it’s to promote how the airline doesn’t have change fees. United was the first US legacy carrier to eliminate change fees in 2020, and the company wants to promote that.
The ad encourages people to book their ticket for next year’s game in New Orleans early, without worrying about paying change fees. As Chandler says in the ad:
“This is about believing. Believing so hard that you book your flight to next year’s big game before the season even starts. Because believing that hard can change everything.”
In a press release about this ad campaign, United also shares some fascinating statistics about the new change fee policy. The airline claims that it has saved travelers more than $2 billion since eliminating these fees, as more than 10 million United customers have changed their flight without paying change fees.
More specifically, 3.6 million people switched the time of day of their flight, 1.8 million people extended their trip altogether, 1.5 million people chose to fly to or from a different airport, and 300K people changed from a domestic flight to an international one, or vice versa.
United actually has six different versions of the commercial. While they all have the same message, some are specific to certain markets, to speak to local football fans. There are versions for Chicago, Cleveland, Denver, Houston, and Kansas City.
You can see the generic version of the ad below.
Just as an additional example, below is the version for Kansas City (with the Kansas City Chiefs actually being in the Super Bowl this year).
My take on United Airlines’ Super Bowl ad
To United’s credit, the concept behind the ad is cute. The ad engages football fans, and that’s smart, since obviously they care who is going to be in the Super Bowl next year (for reasons I can’t quite figure out, especially if Taylor Swift won’t be there next year). 😉 Furthermore, I think the “man talking to camera” vibe works well with getting attention, as it’ll be a contrast to most of the over-the-top Super Bowl ads that we see.
However, I think the execution of this ad leaves a bit to be desired. Generally if you’re going to advertise, you want to either show off a competitive advantage, do something memorable that will create a positive association with your brand, or have some sort of a call to action. So in those ways, I’d argue the ad falls sort of flat.
For one, lack of change fees isn’t a competitive advantage of United. At this point, all the major US carriers have the same policies, and some are even more generous (like Southwest having no change fees on all fares, and not expiring vouchers). So this is kind of like a US airline marketing “hey, our flights are safe!” Well, that’s true with every airline.
Next, the actual call to action — booking your flight to next year’s Super Bowl — won’t be possible for several more weeks, as United only opens its schedule 11 months out. Now, the ad doesn’t say to book your ticket right now, but if someone were to say “okay, let’s book it,” it’s not actually possible yet.
Lastly, I can’t help but find the last message of the ad to be borderline deceiving:
“No fees to change your flight. Ever.”
Then there’s the fine print about how that excludes basic economy, and that only consistently applies to flights within the US, and between the US and Mexico or the Caribbean.
That’s not really how “ever” works, is it? Guys, on this blog I never have typos. Ever… except when I do. The only US airline that can claim to have no change fees ever is Southwest, as the airline has no fares that are excluded, and vouchers don’t expire.
So there’s just a certain irony to United marketing something that Southwest innovated, and something that Southwest continues to lead the industry in. It’s especially ironic when you consider that last year, United targeted Southwest with a shady Super Bowl ad.
Bottom line
United Airlines has unveiled its 2024 Super Bowl ad, starring Kyle Chandler. The ad promotes United’s lack of change fees, and how this allows you to book your travel for the next Super Bowl with peace of mind. While I appreciate the concept behind this, I think the message is questionable.
What do you make of United Airlines’ Super Bowl ad?
I bought tix and had to cancel. I paid cash, not miles. I got travel credit and travel certificate. Apparently cant use both together..WTF?
Also if you upgrade and cancel, they refund original price and you have to call for upgrade refund. Really BS. The sad part is I like flying United but the ad is wrong
"Clear eyes, full hearts, CAN'T LOSE!" ;-)
I don't really get American Football (as I'm a Brit) but I loved Friday Night Lights
Can't believe in 2024 we still have 1960's false advertising. I guess United continues to think people are dumb.
A little white line on the bottom one can hardly read.
Its like those old commercials where the man reads all the small print at the bottom at SuperSonic speed.
United ought to look around, times are changing, don't try to fool your customers to make a buck.
I am quite disappointed in them.
While a commercial during the "Super Bowl" may raise expectations, it may also be perfectly targeted to the audience who LOVES football. MANY teams have MANY fans who fly across the country to support their team, week after week. These fans book their travel the moment the schedule is released. No matter the reputation of the fan base in the home team's stadium.
United is trying to reach a group of people who do...
While a commercial during the "Super Bowl" may raise expectations, it may also be perfectly targeted to the audience who LOVES football. MANY teams have MANY fans who fly across the country to support their team, week after week. These fans book their travel the moment the schedule is released. No matter the reputation of the fan base in the home team's stadium.
United is trying to reach a group of people who do not read this publication. People who travel six to ten times a year, as a "family". No different than Jimmy Buffet's Parrot Heads (Fins Up!) RIP. Not the points and miles crowd, but the points and touchdown crowd.........
The critics are right .....This commercial has no flash ................ It is simple, direct, and low key ............ I like it.
Best Super Bowl..of ALL time. So riveting. Had to watch it another 6724 times just to absorb the sheer awesomeness of it all. Thank you United.
"United. It's toasted."
These days it is all about options. The very cheap fares will have all kinds of fees but if you pay for a higher fare it will not. This is one way how legacy carriers are dealing with ultra discount options.
It's about recall. The average Joe outside this hobby does not understand that none of the major airlines have change fees anymore, and does not care to go thru T&C's for each carrier. If all that person can remember from this ad is "United does not have change fees" and are planning an upcoming trip which they are not 100% sure of taking, then they may have UA at the top of their mind. That is all UA cares about.
UA is just catching on to the fact that you can go on any media outlet and say whatever you want, truth or not, there's no accountability.
Tiny fine print = Deceptive 101
Hmmm…United ad hated by a bunch of avgeeks into points and miles who suddenly think they’re ad execs (some of whom already would never fly United to begin with for other specific reasons).
I don’t think we are their target audience.
As I read this article, the UA ad is flanked by WN banner ads on your page, and within the breaks between text blocks. Haha.
And who is Kyle Chandler? I honestly do not know. Is he related to football or something which is why he's in a Super Bowl ad?
Bring back the voice of Gene Hackman. Those were friendly skies.
1. Get an ad blocker.
2. Kyle Chandler starred in a show in the late 90s called "Early Edition." It was a fun show. I understand that he starred in a popular football drama show after "Early Edition" so that's probably the connection.
I'd argue Friday Night Lights is his most famous football related show.
The ad would have been more compelling if United hadn't tried to charge me a $99 "basic economy cancellation fee" after they cancelled my flight due to the 737 MAX 9 issues.
These really are horrible ads… it just leaves the door wide open for Southwest to bring up United’s use of basic economy where you can’t even change anything and just lose all your money. Something that doesn’t happen on Southwest at any fare class (at least you get a credit)
As deceptive as the ad is, it's worth pointing out since people seem to not realize that United is the only major carrier that lets Basic Economy passengers buy up to normal Economy at any time, even after booking. So someone on Basic Economy can still change their ticket; they'd just need to first buy up to Economy and then they'd be able to use the full value of their ticket (including the Economy buy...
As deceptive as the ad is, it's worth pointing out since people seem to not realize that United is the only major carrier that lets Basic Economy passengers buy up to normal Economy at any time, even after booking. So someone on Basic Economy can still change their ticket; they'd just need to first buy up to Economy and then they'd be able to use the full value of their ticket (including the Economy buy up) as travel credit to change onto whatever they want. That's considerably more generous than any other airline selling Basic Economy, although imo advertising it as "no fees ever" is still deceptive.
I get your point but I think most would consider “buying up” to economy a change fee since it’s the only way you can change your ticket.
It’s a clever way of making it look like it isn’t one, but it’s a pretty blatant change fee if you can’t change a flight unless you purchase the ability to change it
That is valid, and I have done that twice actually. I only would ever buy a Basic ticket on UA for a single segment under $100. Last time I paid like $40 for the buyup and took the credit (which I then put toward a UA First ticket that was only $200).
The buy up fee doesn’t convert into a flight credit. It may have before but no longer does.
My read is they’re trying to get ahead of Biden’s talk about “junk fees.” The question is… does anyone really care?
I will not fly Spirit again. Ever.