United, Pepsi, HP Break New Work for Oscars

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Fallon animates United for the Oscars.
Among the fresh work airing Sunday during the Academy Awards, United Airlines will debut its 2004 brand campaign from Fallon/Minneapolis. The effort, which is aimed at business travelers, will introduce a new tagline -- "It's time to fly" -- and a new visual style based around animation. The spot that will break during the Oscars -- which tells the story of a man traveling to an important job interview -- is the work of animators Wendy Tilby and Amanda Forbis of Hollywood's Acme Filmworks. Future installments, each with a distinct visual style, are due from animators Michael Dudok De Wit, Joanna Quinn and Aleksandr Petrov.

Pepsi and BBDO/New York will kick off Diet Pepsi's new tagline Sunday night with three spots directed by Joe Pytka. In one spot, we see American Pie star Jason Biggs acting his way to a Diet Pepsi at an Academy Awards party. Two others show men who become so engrossed in their Diet Pepsi experiences that they forget other, more important things. All three commercials end with the tag "It's the diet cola."

Would-be rock stars stumble through a Deep Purple classic.
Hewlett-Packard links with guitarmaker Fender for Oscar night with a commercial from Goodby, Silverstein & Partners and Bob Industries directing team Dayton/Faris that shows would-be rock stars stumbling through Deep Purple's "Smoke on the Water" -- a standard for beginning guitar players.

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