United gets a lot of crap from customers. They wanted it to stop. So while the usual solution was to offer a desperate plea for forgiveness, we decided to try something different: to tell customers to lighten up already.
We kicked off the campaign with a couple social bumpers.
Sure, a few customers were apathetic, but most were delighted to see United has a sense of humor.
AD: Liz Agans / Dir: Kyle Ruddick