American Airlines wants travelers to know "The world's greatest flyers fly American."

That's the pitch the carrier is making in its newest campaign, which debuted Sunday night on NFL football. The airline wants to encourage its customers to travel with proper etiquette when flying -- to be ready to go through security checkpoints or prepare for the event of crying babies, for example -- and its creative agency CP&B delivers that message tactfully in the spots.

In a 60-second spot, breathtaking shots from places like Sydney, Auckland and Hong Kong -- all new destinations the airline travels to -- are shown with captions referring to American flyers such as, "They walk faster in airports than anywhere else," and, "They like babies, but bring noise-cancellation headphones."

A 90-second video shows a pair of massive hangar doors opening, with a narrator saying, "We have a history of changing flying. We pioneered the airport lounge. The loyalty program and the transcontinental jet flight. But now all of this has become table stakes, so instead of focusing on getting to A to B, we're going to focus on what it means to change flying again."

But the broader goal of American's push might be to reshape its image on social media, the place where many irked customers call out airlines when their travels are less than optimal.

"The demographic of the type of customers we have is changing," said Fernand Fernandez, VP-global marketing at American Airlines. "The pervasive use of social tools, for example, digital and video -- these are things that are becoming more important for us to connect to and for us to start a dialogue with our customers."

The airline will encourage its customers to use the hashtag #GreatestFlyers when they have a hassle- free experience at security or if a flight attendant goes above and beyond to deliver great service, for example.

"The bigger goal here is to create, celebrate and acknowledge these types of behaviors and hopefully, amplify them on social media," Mr. Fernandez said.

Read the full story on Adage.com.