The airline highlights the "philosophy of understanding the individual flyer" in a new ad campaign featuring the Oscar-winning actor.

American Airlines launched its first-class travel campaign featuring actor Kevin Spacey. The video, dubbed “The Individual,” shows Spacey playing three unique characters — a slick designer, a creative screen writer, and a Malibu family man —  while promoting American Airlines' new approach to customer service. According to a press release, this campaign,

ties in with American Airlines’ evolved ‘discerning flyers’ strategy, developed in response to the changing face of the First/Business Class flyer, appealing to a younger demographic.

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