United debuts Olympic / Paralympic campaign

A United Airlines superhero by mcgarrybowen

United Airlines’ new advertising campaign for the U.S. Olympic and Paralympic team is a fantastic combination of marketing, production, and support.

Superheroes, created by mcgarrybowen’s New York office, celebrates the efforts of six employees and six athletes who will help the U.S. travel to and compete in the 2018 Winter Games, beginning on February 9 in PyeongChang, South Korea.

With the blockbuster guidance of Casino Royale director Martin Campbell, an epic score by Iron Man composer Brian Tyler, and visual magic from the award-winning effects-masters at Framestore, the campaign shows that traveling down a mountain luge can be just as much of a thrill as preparing an inflight dessert tray.



“Which super power does everyone desire?” asks mcgarrybowen ECD / Managing Director, Haydn Morris. “Well, that’s the one United Airlines has and uses to carry Team USA to perform super heroic feats.”

The athletes and employees who star in Superheroes appear in thrilling scenes that reflect the contribution he or she will make to this year’s Olympic and Paralympic efforts. When the individual segments reach their conclusions, each one of them has transformed into a bona-fide superhero.

The integrated campaign’s media placements include OOH, Broadcast, Digital, Social, and In-Flight.



“The tie between superheroes and Olympic athletes is clear,” says United Marketing VP Mark Krolick. “They are ‘regular’ people who use their exceptional talents to accomplish the incredible.”

mcgarrybowen premiered Superheroes last night at the Helen Mills Event Space and Theater in New York City. Besides the advertising creative team, dozens of United employees showed up with the company’s individual superheroes, who received rousing applause when they appeared onscreen. According to one attendee, the event was filled with “much love and joy.”

At the end of the show, everyone got a gift bag that included doll versions of the superheroes.



AIR RAIDER (Freeskier Gus Kenworthy)
His power of flight is only matched by his perpetual chase of the origins of winter and how to harness its energy.
ARCTIC ANGEL (Snowboarder Jamie Anderson)
She protects the mountains’ most precious resource, fresh powder.
ICE LIGHTNING (Speedskater J.R. Celski)
Quicker than a bolt in a storm, he is a blur for even those with the keenest eye.
THE ROCKET (Luger Erin Hamlin)
Her power of speed and invisibility leaves the competition at the starting line.
KING QUAD (Figure Skater Nathan Chen)
With the power of the quadruple jump, he can take any material and spin it into gold.
THE FURY (Sled Hockey Team Member Nikko Landeros)
The defender of all who need preservation, he brings his power of intensity to the ice in search of gold.


SKY RUNNER (Pilot Nancy Barteczko)
She soars gracefully at cruising altitude, only touching down to deliver passengers to their destinations across the globe.
DEPARTICUS (Customer Service Representative Lemont Penn)
He is the guardian of all those making passage, day or night.
WINGED WONDER (Flight Attendant Karla Gonzales De La Torre)
She represents the ultimate triumvirate of powers: safety, hydration and fuel.
AGENT CARGO (Ramp and Baggage Worker Craig Cosentino)
He acts with the strength of a thousand people.
STORM TAMER (Operations Expert Michael Murgaditchian)
He is capable of parting even the most menacing clouds to grant safe passage for all on board.
DIRECTIONATOR (Wingwalker Michael Turner)
He uses his power of navigation and glowing orbs of exploration to guide planes to their gates.

Agency : mcgarrybowen NY
   US Chief Creative Officer : Ned Crowley
   Managing Director, Executive Creative Director : Haydn Morris
   Group Creative Director : David DiRienz
   GCD, writer: Chris Pacetta
   Senior Art Director: Dane Alexander
   Jr Art Director: David Castillo
   Director of Broadcast Production : Dante Piacenza
   Executive Producer: Stacy Kay
   Senior Art Producer: Kim Stoerker
   Senior Producer: Katie West
   Managing Director, Global Music Production: Jerry Krenach
   Executive Music Producer : Jean Scofield
   Managing Director, Account: Christopher Blades
   Group Managing Director: Ethel Uy
   Executive Director, Strategy: Diane Epstein

Production Company: Saville Productions
   Director: Martin Campbell
   Executive Producer : Rupert Maconick
   Head of Production: Michelle Travinski
   Producer: David Moore

Editorial House : Cut + Run NY
   Editor : Jon Grover
   Senior Producer : Ellese Jobin

Original Music
   Composer and Conductor : Brian Tyler
   Rhapsody in Blue Composer: George Gershwin
   Orchestrator : Max Lombardo and Dana Niu
   Score Coordinator: Breton Vivian and James Regan
   Engineer and Mixer: Greg Hayes
   Music Editor : Joe Lisanti and Kyle Clausen
   Music Preparation: Eric Stonerook
   Music Contractor and Coordinator : Peter Rotter & Encompass Music Partners
   Sound Designer: Stephen Dewey
   Executive Producer : Patty Chow Dewery, Machinehead

Music Record: Eastwood Scoring Stage – Warner Bros. Studios
   Studio Manager, Warner Bros. Studios: Jamie Olvera

Music Production Company: Mophonics
   Executive Creative Director: Stephan Altman
   Head of Production: Shelley Altman
   Creative Producer: Kristoffer Roggemann
   Executive Producer: Amanda Fink
   Additional Production: Shea Duncan

Music Mix Engineer: Michael Marinelli, Sonic Union

Visual Effects: Framestore
   Producer : Sophie Harrison
   VFX Supervisor: Adrian Hurley
   VFX : Dez Macleod-Veilleux
   Head of Flame: Raul Ortego

Motion Graphics: Sarofsky
   Executive Creative Director: Erin Sarofsky
   Creative Director: Jens Mebes
   Executive Producer: Steven Anderson
   Senior Producer: Bryan Haney
   Illustrator: Jeremy Roberts

Print Illustrator: Cliff Nielsen