In order to treat your passengers as individuals there has to be an understanding of what makes one person different to another. In this campaign we wanted to imply American’s individual service through observing what it is that makes a person an individual – the ticks, the mannerisms, the inner life. Who better to do this than Kevin Spacey (our longstanding and well liked brand spokesperson) who has won an Academy Award and world fame for his ability to get under the skin of different characters. In these commercials, Kevin Spacey adeptly assumes the roles of three distinct characters: a Malibu dad, a slick designer type and a bumbling script writer.