Agency: McCann Erickson
Client: American Airlines
Kevin Spacey, star of American Beauty, is on a mission to find the best seat in the house in this new spot for American Airlines.
The £2 million campaign is to promote the airline's business class service and is the first to use Spacey, who replaces former Soprano star James Gandolfini as brand ambassador.
In the 40-second spot, Spacey is shown trying a variety of different seats at a theatre, a library and a New York basketball game. He finally finds contentment in the American Airlines business seat.
The ad is an evolution of the previous campaign featuring Gandolfini, which played on the idea that New Yorkers like him make the most demanding travellers.
The campaign also includes 20-second TV spots covering the benefits of the lie-flat bed in the business class cabin and the efficiency of the flagship check-in and JFK airport lounge.
Media planning and buying is handled by Universal McCann.
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