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Fallon, United Unveil Ted

Published on .

Drum roll please.
After a three-week teaser campaign targeted at key markets, Fallon/Minneapolis finally unveiled Ted -- United Airlines' new low fare carrier -- this week. In addition to print and outdoor that mysteriously alludes to "Ted" -- a name derived from the last syllable of United -- the campaign piqued customers' interest with a series of spots directed by Peter Nydrle in which the name is obliquely revealed, and finally explained in a spot that broke on Wednesday. In the final spot, the camera pans back from the name to reveal a plane as Strauss' "Thus Spake Zarathutra" plays. More revelatory spots are on the way for the carrier, which begins service in February.
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