This new commercial represents the first return to brand advertising for the airline since 2016.
Instead of advertising destinations and fares, American’s vice-president of marketing, Janelle Anderson, said the decision to do brand marketing now was to demonstrate the full breadth of American Airlines’ work.
“With all the change and uncertainty happening now, we wanted to reassure our customers that we’re focused on them and the reasons why they fly,” she said. “We also wanted to recognize the important work our team members are doing. They come to work to fly during a pandemic because they are essential to our customers, the American economy, and the world at large.”
The script of the commercial uses two of the most effective techniques for consumer engagement.
The first technique is the use of the word “you.” As I described in my book, The Four Keys to Advertising Success, advertisers have a very short window of opportunity to grab the consumer’s attention. Using the word you is almost like saying, “Hey, you! I want to talk to you.”
The second technique is to describe your “why.” In his book Start With Why author Simon Sinek explains the power of why you do what you do versus what you do can set you apart in a competitive field and grow your market share. Sinek uses Apple as an example of how effective expressing your “why” can be.
Apple wasn’t the first company to make a computer, a music player, a tablet, or a phone. But Apple was the first company to describe the technology in terms of how it could enable you. “Think Different,” Apple said. “Everything we do, we believe in challenging the status quo, we believe in thinking differently.”
As you wrestle with what your next step should be, keep this in mind. Advertising creates mind share. Mind share leads to market share. You need to be known before you are needed. Don’t advertise what you do, advertise why you do what you do.
Let me know if I can help.
If you enjoyed this article, please use the social media links below to share it with your friends. Please leave a comment in the comment section.