A couple of weeks ago, on February 5th, United Airlines aired a commercial during the SuperBowl ‘XL’. I was really attached to the piece because, as an example of stop-motion animation it’s amazing. As an example of fine artistry it’s amazing, and as an example of imagination it’s perfect. The ad follows the story of a father going on a flight, and his son’s imagination of what occurred during the trip. It’s classic soldiers and fighting kind of stuff but with an artisan, Wiliam Morris kind of twist.
The action is set to what appears to be a version of Gershwin’s Rhapsody in Blue with extra drumrolls and drama. What’s great is that the ad is so different to everything else that was aired (Google Video of Superbowl XL Ads). This isn’t being funny, or crude, macho, twee or mothering. It’s about family and having fun.
You can watch the ad on the united website:
Dragon movie (6 MB)
or watch a making of documentary Making of Dragon (31 MB)
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