Branding the friendly skies.

I just saw a great "100 minute commercial" for American Airlines. Kudos to Paramount Pictures, the advertising agency behind the creation. Have to confess, I'd never heard of them before.

The commercial was beautifully directed by movie director Jason Reitman. And it artfully hit all the right product benefits. Enticing frequent-flier miles privileges; destinations to every city in the country; nice luxuriating shots in their plush Admirals Club lounges.

My only gripe is that it was chock full of celebrities. Like George Clooney. And Jason Bateman. You could call it the ultimate celebrity commercial. But it's also another imaginative example of branded entertainment. Check out the review in the New York Times advertising section.