The goal of the American Airlines campaign was to conceptualize why
people travel. The uniform theme throughout the campaign was people fly
to “connect” with family and friends. Temerlin McClain developed a
series of creative that captured the emotions of specific consumer
roups such as grandparents, old friends, family reunions etc. This was
accomplished through PointRoll Tomboy unit that contained streaming
For authenticity, the videos mimicked real family home videos.
Along with streaming video, there was a viral email component where
users could share the video with friends. In addition, users could
replay the movie, see other video clips or book a flight. This creative
did an excellent job at pinpointing the emotional triggers of their
audience. This type of ad also allowed users to experience the creative
fully without ever having to leave the page.
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