United Airlines, the official flight company of Team USA, has launched a superhero-themed campaign to create a buzz about the approaching winter games.
The imagery of the campaign blurs the lines between fictional superheroes and Olympians by producing images of the athletes in comic-like settings. Some of these images depict the speed skater J.R. Celski as 'Ice Lightning,' or figure skater Nathan Chen as 'King Quad.' The airline's employees are also depicted as heroes in this campaign, as a check-in desk staff member is given the title of 'Departicus.'
According to Mark Krolick, the Vice President of marketing at United Airlines, "The tie between superheroes and Team USA athletes is clear—they are regular people who use their exceptional talents to accomplish the incredible."
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