The airline will launch a 60-second spot in black and white in which a range of employees express their feelings about United's future as well as their sadness for the recent events.
Publicis Groupe's Fallon, Minneapolis, is the agency.
The spot will run on national broadcast TV, including the baseball playoffs on Fox. Later, 30-second versions of the ad may air.
The airline held a casting call for employees once it decided to use them and some 300-plus showed up. Jerry Dow, the airline's worldwide director of marketing communications, said United determined employess could represent the airline better than any images or voice overs.
Mr. Dow said the employees all expressed "an incredible confidence that this industry will be back." He also added: "The one word that every single person used was family; there's a feeling of family among our employees."
United has run some print ads with a sympathy message since Sept. 11. Its first communication came Sept. 14 with e-mails to its Mileage Plus frequent flyer customers.