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New Spots Readied for World Series

By Published on .

NEW YORK (AdAge.com) -- United Airlines will expand its back-to-business image campaign with four new 30-second spots that will run during Fox's coverage of the World Series.

The new spots follow three original 60-second ads. All ads feature employees speaking in testimonial fashion that were shot in a documentary style by Publicis Groupe's Fallon Worldwide, Minneapolis.

United will also

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serve as the sponsor of Fox's pre- and postgame World Series shows. The ads will run in key markets such as Chicago, Denver and New York.

The four new spots are more upbeat than the initial crop, said Jerry Dow, United's director of worldwide marketing communications. The tone is "more positive, more confident, a little more proactive in letting folks know that we are ready when they are," he said.

Separately, United competitor American Airlines launched a similar image effort Wednesday in print and on radio with a theme that United has employed before: an airline's role in bringing people together. American calls it "The Great American Get-Together"; TV ads start this week. American's agency is Temerlin McClain, Irving, Texas.

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