View more information about 'Putting Them First' at https://causemarketing.com/commercial... In 2010, American Airlines launched a pair of “support the troops” commercials. The ads began airing on Memorial Day weekend and were re-released to coincide with other holidays associated with military recognition, including the 4th of July, Veterans Day, and Thanksgiving. During the same year, American Airlines became the ‘official airline of the USO,’ an organization which supports members of the United States Armed Forces and their families.

American Airlines describes the ads as “a public gesture of gratitude and a tribute to those in uniform, veterans and their families.” Titled ‘Putting Them First’ and ‘Thank You,’ the two TV commercials were filmed in a busy airline terminal and gate area at Dallas/Fort Worth airport.

In ‘Putting Them First,’ a young African American woman wearing a marine camouflage-style uniform is invited to pre-board. While moving to the front of the line, the young woman appears embarrassed by the preferential treatment until a senior citizen rises and formally salutes. The active marine and (implied) veteran acknowledge one another respectfully.

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