United Airlines' Olympic Campaign Goes With Superhero Theme

USOC sponsor United Airlines released its Pyeongchang Games TV spots today, using a superhero theme to highlight its role as the official airline of Team USA. The 30-second spots give superhero identities to both United employees and six sponsored athletes, such as "Ice Lightning" for short-track speedskater J.R. Celski and "Departicus" for LAX customer service rep Lemont Penn. The ads note that even Olympic "superheroes" cannot fly to the Games on their own and need United. The airline and ad agency McGarryBowen hired director Martin Campbell and music composer Brian Tyler for the work. The spots will run before and during Olympic broadcasts.