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BMP DDB unveils a television campaign for American Airlines this

week with an epic commercial depicting picturesque scenes from a mystery

US state.

The camera slowly tracks across a series of dramatic landscapes and

cityscapes, leaving the viewer wondering where this beautiful place is.

Finally, the voiceover reveals: ’You’ll find this state at 35,000 feet.’

It turns out that the ’state’ is the state of mind you experience on a

flight with American Airlines.

Over a view of grassy plains, the voiceover says: ’Welcome to an

American state with wide open spaces where the views are breathtaking.’

Moving on to views of lakes and fields, the voice continues: ’A region

rich in produce, local dishes, fine wines, food from the sea.’

Dramatic shots of buildings are next, alongside the words: ’But if you

want there’s bustle, commerce, information, the urge to get things

done.’ Then, as the scene switches to a relaxing outdoor cafe, the

voiceover says: ’You’ll find that people are warm. They’ll always be

helpful.’

The final shot is of a beautiful pool house high in the hills,

accompanied by the same soothing tones, which declare: ’That’s just the

way it is here. You’ll find this state at 35,000 feet.’

The message is that American Airlines offers the best of America to its

passengers - service, comfort, hospitality, high-quality cuisine and

friendly efficiency.

The 50-second commercial was written and art directed by Rob Jack and

Ewan Paterson. It was directed by Rob Sanders through Helen Langridge

Associates. Media planning and buying is by BMP OMD.

The DDB network has worked with American Airlines for almost 15

years.

Since the airline started operating out of Heathrow in 1991, adspend has

increased steadily in this country.

The UK agency’s most recent work has centred on poster executions

showing carefully crafted shots of US destinations. Last year, American

Airlines spent more than pounds 2 million on outdoor advertising

alone.

Competition among transatlantic carriers has increased substantially

over the past few years. This week, Virgin Atlantic announced a fall in

profits caused by low fares and overcapacity on transatlantic routes.