United Launches New Ad Campaign Showing Off Its Pandemic-Earned Goodwill

United Airlines has earned a lot of goodwill in this pandemic, especially in being one of the first airlines to mandate vaccines for its employees months before a federal mandate and sticking to it despite lots of vocal backlash. Now it is launching a big new national ad campaign – “Good Leads The Way” – that tells the story of “United’s leadership in areas like customer service, diversity and sustainability, and captures the optimism fueling the airline’s large ambitions at a time of unprecedented demand in air travel,” the company said today at the launch of this campaign.

This is the first campaign with its new creative agency of record 72andSunny, and includes more than 150 different pieces of video, digital, social and out-of-home content and features more than 60 employees, it said.

Here’s how Scott Kirby, United CEO, describes the new campaign: “In the past few years, United has emerged as a force for good and an industry leader. We’re taking actions that inspire pride among our employees and customers – everything from historic investments to fight climate change and training more women and people of color to become pilots to getting rid of change fees and upgrading our fleet with 500 new planes. This campaign serves not only as an exclamation point on our recent actions, but also as a commitment to how United Airlines intends to show up in the future.”

Their main anthemic 60-second video ad, below:

Then there are shorter ads highlighting different aspects of the airline: