With profits slipping further into the red, American Airlines has turned to a touch of Hollywood star-power to revive its fortunes, with Kevin Spacey set to return in a new series of adverts.

The Academy Award-winning actor and Old Vic Artistic Director will take on three new roles as part of a campaign to promote American Airlines’ brand philosophy of understanding the individual flyer.

In the 60-second advert ‘The Individual’, Kevin Spacey appears variously as a slick designer type, a creative screen writer and a Malibu family guy – and finally as himself – one of a series of American Airlines ads that
break on UK television tomorrow.

AA is seeking to tap into the rich values associated with ‘Modern America’, namely those of “democracy, friendliness, primacy of the individual and the impeccable but informal approach to customer service”, explained a release from the carrier ahead of launch.

The campaign was directed by Chris Palmer of Gorgeous and filmed in Los Angeles.

Maria Sebastian, vice president, sales and marketing EMEA at American Airlines commented: “Launching our new advert demonstrates AA’s continued commitment to the UK market. London is one of our most important international gateways with flights operating to seven US destinations, and we invest heavily in educating the travel trade on our premium product.

“This new campaign conveys one of our most important core values – an emphasis on service where we treat discerning customers as individuals.”

The TV campaign is backed by out-of-home advertising and digital activity, which has been created by McCann.