Calling all travelers: Are you savvy enough to fly on American Airlines?
This week, American Airlines released a 60-second ad entitled World’s Greatest Flyers, which details the type of traveler that American Airlines (AAL) says “are as great in the air as they are on the ground.”
The video is serene, showing beautiful landscapes as ethereal music plays in the background. Throughout the ad, text showcases qualities that great fliers possess, like the ability to pack efficiently and expertly navigate their way through an airport. The whole thing made us think of those motivational posters that were popular in the 1990s. You know, the ones with a man climbing a mountain and the word “courage” scribbled underneath him in bold white letters?
The Fort Worth, Texas-based airline clearly had good intentions with this ad, but customer reviews have been mixed, with some viewing the spot as a way for American Airlines to detail the kind of customers they prefer: i.e., sophisticated, savvy travelers who have perfect flying etiquette. “You’d think they’d want to promote themselves and not the kinds of customers they’d like,” one user commented on YouTube.
In an interview with Yahoo Finance, American Airlines said it wasn’t attempting to define what makes a great flier; the ad, the company said, was meant to be an opportunity to start a conversation with customers.
“It felt like we were only talking about ourselves, and what really makes us great is our employees and our customers,” said American Airlines spokesperson Sunny Rodriguez. “We wanted to put the attention back on our customers and employees and create this mood, this feeling when you’re flying.”
The advertising agency CP+B partnered with American Airlines for the ad. “We saw a modern movement happening in culture. A new group of savvy fliers that are confident and kind in spirit, who are proactive and resourceful,” said Michael Raso, VP/Executive Creative Director at CP+B
CP+B dismissed the notion that the ad in some ways intended to encourage travelers to behave better. Said Raso: “Most people think they are great fliers to begin with. We want to acknowledge and celebrate their behavior, further amplifying this movement.”
On the surface the ad is overwhelmingly positive, but we couldn’t help but read between the lines just a little bit. By singling out savvy fliers, one could come away from the ad thinking American Airlines is subtly (and passive-aggressively) reminding customers that there is proper etiquette for air travel. The airline was polite in their approach, so we’ll act as the angry translator to let you know what it really means.
Great fliers…
“They walk faster in airports than anywhere else.”
Translation: If your connecting flight leaves from a gate in a terminal on the other side of the airport, that’s not our fault. Sure, we might have scheduled a 30-minute layover that’s impossible to make, but American Airlines travelers know they need to navigate the airport like Olympic speed walkers. In other words, when you come sprinting towards the recently closed boarding door, don’t ask us to open it…it will never happen.
“They like babies, but bring noise canceling headphones.”
Translation: Don’t even think about asking us for a new seat if you end up next to a wailing baby. You’re on your own.
“They know their mood contributes to the mood of the flight.”
Translation: We have had it up to here with emotional fliers freaking out on planes. No joke, a passenger on Alaska Airlines tried to open the door in the middle of a flight this month— in what world is that OK? And this woman threw a tantrum on a Frontier Airlines flight and stripped down naked. People, it’s time to lock it up. Be nice to your flight attendants and stop fighting over arm rests. Oh, and please don’t chug a dozen vodka tonics before you get on a plane. It never ends well.
“They pack like they’re solving a jigsaw puzzle.”
Translation: Your oversized carry-on will not fit in the overhead compartment. You’re not fooling anyone, we saw you dragging that overstuffed trailer you call a suitcase from a mile away. Do yourself a favor and just check the darn bag. If you don’t, try to resist giving the flight attendant attitude when she asks you to check it at the gate. You knew it wouldn’t fit. Just like you knew that your purse counted as a third personal item.
“They always ask before they raise and lower the window shade.”
Translation: Yes, you have the window seat, but that doesn’t mean you own the window. The only thing you own on the plane is that inflatable neck pillow you bought from Sharper Image. Instead, think of yourself as a window concierge. If your neighbor is fast asleep, do not throw open the window and blind them with the light of a thousand suns. And if you see the person in the middle seat looking down at the earth below, don’t close the shades because you want to take a nap. They already pulled the short straw, don’t rub it in.
“They know they have a limited time on Earth and even less above it.”
Translation: Flying is still a luxury for many people around the world. Travelers will save for months or even years to buy a ticket to a destination they’ve always dreamed of crossing off their bucket list. So, don’t take it for granted. Look at the bigger picture and stop complaining about the “little” things — like baggage fees, rebooking fees, delays, cancellations, lost bags, and bruised elbows caused by flight attendants zooming down the aisle with that metal drink cart of pain.
“They are the world’s greatest fliers.”
Translation: They take Ambien and pass out before the plane takes off.
Brittany is a writer at Yahoo Finance.
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