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Jump Editor Michael Saia helped TM Advertising Dallas capture the spirit of Memorial Day with a pair of moving spots honoring U.S. troops for American Airlines. Working once again with Gartner Director James Gartner, Saia wove together the emotionally charged footage to create compelling stories that highlight the airline's respect for U.S. soldiers, airmen, seamen and marines.
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jumP Helps TM Advertising Salute U.S. Troops for American Airlines
Jump Editor Michael Saia helped TM Advertising capture the spirit of Memorial Day with a pair of moving spots honoring U.S. troops for American Airlines. Working once again with Gartner Director James Gartner, Saia wove together the emotionally charged footage to create compelling stories that highlight the airline's respect for U.S. soldiers, airmen, seamen and marines.
"Putting Them First" opens on a busy airport terminal. As the murmur of a bustling travel hub sounds over the scene, a flight attendant approaches a young soldier in camouflage and informs her that American offers pre-boarding for soldiers. The young woman walks toward the jetway as her admiring fellow passengers look on. The spot concludes with a distinguished older gentlemen - his demeanor ripe with wisdom and dignity, suggesting he was once a soldier himself - standing and saluting the young woman just before she boards the plane.
"Thank You" follows young men and women from different branches of the military as they travel on American Airlines. In every case, they thank the people they meet for the smallest of courtesies. For example, they thank the employees who help with self-service check-in, or at the Admirals Club®, and at the gate. As one soldier boards the plane, a passenger offers him his window seat, and the soldier quietly replies, "I'm fine. But thank you, sir." Finally, as a soldier exits the aircraft, he thanks the pilot, who stops him and says, "No, thank you." It is a sincere expression of thanks to every man and woman in uniform for their service from everyone at American Airlines.
"What a terrific opportunity this work has proven to be - celebrating our soldiers on a level that anyone can relate to and appreciate," noted Saia. "Jim [Gartner] brings such a singular sensitivity to a moment like the one between the old vet and young girl, and challenges me to suspend what would be a fleeting glance into a genuine, emotional interaction. Bill Oakley and his entire team are as talented and supportive an agency group as any I've worked with."
Jump Editor Michael Saia helped TM Advertising capture the spirit of Memorial Day with a pair of moving spots honoring U.S. troops for American Airlines. Working once again with Gartner Director James Gartner, Saia wove together the emotionally charged footage to create compelling stories that highlight the airline's respect for U.S. soldiers, airmen, seamen and marines.
"Putting Them First" opens on a busy airport terminal. As the murmur of a bustling travel hub sounds over the scene, a flight attendant approaches a young soldier in camouflage and informs her that American offers pre-boarding for soldiers. The young woman walks toward the jetway as her admiring fellow passengers look on. The spot concludes with a distinguished older gentlemen - his demeanor ripe with wisdom and dignity, suggesting he was once a soldier himself - standing and saluting the young woman just before she boards the plane.
"Thank You" follows young men and women from different branches of the military as they travel on American Airlines. In every case, they thank the people they meet for the smallest of courtesies. For example, they thank the employees who help with self-service check-in, or at the Admirals Club®, and at the gate. As one soldier boards the plane, a passenger offers him his window seat, and the soldier quietly replies, "I'm fine. But thank you, sir." Finally, as a soldier exits the aircraft, he thanks the pilot, who stops him and says, "No, thank you." It is a sincere expression of thanks to every man and woman in uniform for their service from everyone at American Airlines.
"What a terrific opportunity this work has proven to be - celebrating our soldiers on a level that anyone can relate to and appreciate," noted Saia. "Jim [Gartner] brings such a singular sensitivity to a moment like the one between the old vet and young girl, and challenges me to suspend what would be a fleeting glance into a genuine, emotional interaction. Bill Oakley and his entire team are as talented and supportive an agency group as any I've worked with."
Credits:
Client: American Airlines
Spot Title(s): Thank You, Putting Them First
Air Date: June 2010
Agency: TM Advertising
Managing Director/CCO: Bill Oakley
CD(s): Shep Kellam, Bernard Park
Copywriter(s): Leigh Sander (Putting Them First), Brian Dunaway (Thank You)
AD(s): Shane Diver (Putting Them First), Bernard Park (Thank You)
EP: Hal Dantzler
Senior Producer: Stephanie Murdoch
Prod Co: Gartner
Director: James Gartner
DP: Neil Shapiro
EP: Rich Carter
Line Producer: Mark Walejko
Editorial Co: jumP NY
Editor: Michael Saia
Managing Director: Dee Tagert
EP: Jason Way
Assistant Editor: David Bryan
Post/Effects Co: Charlieuniformtango
Lead VFX/Inferno Artist: Joey Waldrip
EP: Mary Alice Butler
Producer: Mary Alice Butler
Telecine Co: Company 3
Colorist: Mike Pethel
Music Co: Elias
Composer: Johnathan Elias
EP: Ann Haugen
Associate Producer: Valeria Scinto
Sound Design Co: Charlieuniformtango
Sound Designer: Jake Kluge
