Extra Legroom Begets Dreamy Headspace

Ad critic, Lewis Lazare of the Chicago Sun Times likes United’s new “Time to Fly” work from Barrie D’Rozario Murphy. He says the ads are the result of “a lot of hard, smart work.”

D’Rozario looked at reels of work from more than 200 animators. The veteran ad man said he was searching for particular animation styles that would be effective in fluidly communicating a sense of serenity that travelers are supposed to experience with United’s new international business class service as it is rolled out on the carrier’s wide-body fleet.
“Sea Orchestra,” which shows a vast orchestra of sea creatures performing George Gershwin’s “Rhapsody in Blue,” has the most elaborate animation. Two animators in South Africa who collectively call themselves Shy the Sun created the spot.

United’s new commercials promote its new international service that provides customers with flat-bed seats in first and business class, on-demand entertainment and gourmet cuisine.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.