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American Airlines: Putting Them First


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Jump Editor Michael Saia helped TM Advertising Dallas capture the spirit of Memorial Day with a pair of moving spots honoring U.S. troops for American Airlines. Working once again with Gartner Director James Gartner, Saia wove together the emotionally charged footage to create compelling stories that highlight the airline's respect for U.S. soldiers, airmen, seamen and marines.

Read more: http://www.trustcollective.com/portfolio/content/jump_aa.php
Other credits

jumP Helps TM Advertising Salute U.S. Troops for American Airlines



Jump Editor Michael Saia helped TM Advertising capture the spirit of Memorial Day with a pair of moving spots honoring U.S. troops for American Airlines. Working once again with Gartner Director James Gartner, Saia wove together the emotionally charged footage to create compelling stories that highlight the airline's respect for U.S. soldiers, airmen, seamen and marines.



"Putting Them First" opens on a busy airport terminal. As the murmur of a bustling travel hub sounds over the scene, a flight attendant approaches a young soldier in camouflage and informs her that American offers pre-boarding for soldiers. The young woman walks toward the jetway as her admiring fellow passengers look on. The spot concludes with a distinguished older gentlemen - his demeanor ripe with wisdom and dignity, suggesting he was once a soldier himself - standing and saluting the young woman just before she boards the plane.



"Thank You" follows young men and women from different branches of the military as they travel on American Airlines. In every case, they thank the people they meet for the smallest of courtesies. For example, they thank the employees who help with self-service check-in, or at the Admirals Club®, and at the gate. As one soldier boards the plane, a passenger offers him his window seat, and the soldier quietly replies, "I'm fine. But thank you, sir." Finally, as a soldier exits the aircraft, he thanks the pilot, who stops him and says, "No, thank you." It is a sincere expression of thanks to every man and woman in uniform for their service from everyone at American Airlines.



"What a terrific opportunity this work has proven to be - celebrating our soldiers on a level that anyone can relate to and appreciate," noted Saia. "Jim [Gartner] brings such a singular sensitivity to a moment like the one between the old vet and young girl, and challenges me to suspend what would be a fleeting glance into a genuine, emotional interaction. Bill Oakley and his entire team are as talented and supportive an agency group as any I've worked with."



Jump Editor Michael Saia helped TM Advertising capture the spirit of Memorial Day with a pair of moving spots honoring U.S. troops for American Airlines. Working once again with Gartner Director James Gartner, Saia wove together the emotionally charged footage to create compelling stories that highlight the airline's respect for U.S. soldiers, airmen, seamen and marines.



"Putting Them First" opens on a busy airport terminal. As the murmur of a bustling travel hub sounds over the scene, a flight attendant approaches a young soldier in camouflage and informs her that American offers pre-boarding for soldiers. The young woman walks toward the jetway as her admiring fellow passengers look on. The spot concludes with a distinguished older gentlemen - his demeanor ripe with wisdom and dignity, suggesting he was once a soldier himself - standing and saluting the young woman just before she boards the plane.



"Thank You" follows young men and women from different branches of the military as they travel on American Airlines. In every case, they thank the people they meet for the smallest of courtesies. For example, they thank the employees who help with self-service check-in, or at the Admirals Club®, and at the gate. As one soldier boards the plane, a passenger offers him his window seat, and the soldier quietly replies, "I'm fine. But thank you, sir." Finally, as a soldier exits the aircraft, he thanks the pilot, who stops him and says, "No, thank you." It is a sincere expression of thanks to every man and woman in uniform for their service from everyone at American Airlines.



"What a terrific opportunity this work has proven to be - celebrating our soldiers on a level that anyone can relate to and appreciate," noted Saia. "Jim [Gartner] brings such a singular sensitivity to a moment like the one between the old vet and young girl, and challenges me to suspend what would be a fleeting glance into a genuine, emotional interaction. Bill Oakley and his entire team are as talented and supportive an agency group as any I've worked with."

Credits:



Client: American Airlines

Spot Title(s): Thank You, Putting Them First

Air Date: June 2010



Agency: TM Advertising

Managing Director/CCO: Bill Oakley

CD(s): Shep Kellam, Bernard Park

Copywriter(s): Leigh Sander (Putting Them First), Brian Dunaway (Thank You)

AD(s): Shane Diver (Putting Them First), Bernard Park (Thank You)

EP: Hal Dantzler

Senior Producer: Stephanie Murdoch



Prod Co: Gartner

Director: James Gartner

DP: Neil Shapiro

EP: Rich Carter

Line Producer: Mark Walejko



Editorial Co: jumP NY

Editor: Michael Saia

Managing Director: Dee Tagert

EP: Jason Way

Assistant Editor: David Bryan



Post/Effects Co: Charlieuniformtango

Lead VFX/Inferno Artist: Joey Waldrip

EP: Mary Alice Butler

Producer: Mary Alice Butler



Telecine Co: Company 3

Colorist: Mike Pethel



Music Co: Elias

Composer: Johnathan Elias

EP: Ann Haugen

Associate Producer: Valeria Scinto



Sound Design Co: Charlieuniformtango

Sound Designer: Jake Kluge

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