In May 2022, United Airlines launched a campaign that shifted the conversation from mere logistics to a higher purpose. Titled "Good Leads the Way," the campaign marked the airline's first major brand overhaul in nearly ten years. But beyond the soaring music and the inspiring narration, viewers were left asking one specific question: Where was that stunning footage captured?
If you’ve found yourself mesmerized by the "Good Leads the Way" anthem, you’re not alone. This article dives into the filming locations, the real-life employees involved, and the global reach of this massive production.
The Visual Identity of "Good Leads the Way"
Unlike many corporate commercials that rely heavily on soundstages and CGI, United Airlines chose a more authentic path. The campaign was designed to highlight the airline’s commitment to sustainability, diversity, and customer service. To achieve this, the production team utilized a mix of real-world locations and authentic airline environments.
1. United’s Global Hubs: The Heart of the Action
A significant portion of the "Good Leads the Way" commercial was filmed at United’s primary domestic hubs. These locations provide the scale and "hustle" that define a global carrier.
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Chicago O’Hare International Airport (ORD): As United's home base, O'Hare features prominently. The sleek terminals and the neon-lit underground walkways provided the perfect "futuristic yet grounded" aesthetic.
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Newark Liberty International Airport (EWR): Scenes involving United’s transatlantic reach and its connection to the New York City skyline were captured here.
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San Francisco International Airport (SFO): Known for its focus on sustainability, SFO served as the backdrop for segments highlighting United’s investment in Sustainable Aviation Fuel (SAF).
2. Training Facilities and Maintenance Hangers
To show the "behind-the-scenes" grit of the airline, the crew filmed at the United Flight Training Center in Denver. This is where the "coming-of-age" story of the young girl dreaming of flight transitions into a real-life female pilot in a flight simulator—a powerful nod to United’s Aviate Academy and its mission to diversify the flight deck.
3. International Backdrops: Australia and Beyond
As the campaign expanded globally, new footage was integrated to resonate with international markets.
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Australia: In late 2022, United launched a localized version of the campaign in Australia. This included filming at Sydney (SYD) and Brisbane (BNE) airports to celebrate the airline's historic commitment to the "down under" route during the pandemic.
The "Good Leads the Way" Anthem
The campaign consists of a 60-second "Anthem" video and several shorter, topic-specific spots. You can watch the primary commercials through the official links below:
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Official 60-Second Anthem:
Watch YouTube video
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"Sustainable Fuel" Spot:
Watch YouTube video -
United "Good Leads the Way" Australia Launch:
Watch YouTube video
Why the Locations Matter
The choice of locations wasn't just about finding a pretty backdrop. United and their creative agency, 72andSunny, wanted to feature real employees in their real environments.
By filming at actual gates, in real cockpits, and within genuine maintenance hangars, the commercial achieves a "humanized" feel that resonates with travelers. It isn't just an airline telling you they are good; it’s an airline showing you the 100,000 "hero characters" (their employees) who make the journey possible.
Key Themes Highlighted in the Commercial:
Eco-Friendly Innovation: Showcasing how "trash can fuel a plane" through their SAF initiatives.
Inclusivity: Featuring the United Aviate Academy to show a more diverse future for pilots.
Customer Comfort: Filming the new Polaris business class interiors to highlight "the best sleep in the sky."
A Global Campaign for a New Era
Since its debut, "Good Leads the Way" has expanded into the United Kingdom and Australia, with localized OOH (Out-of-Home) activations. In London, this included a massive immersive takeover at St. Pancras International Station, further proving that "Good" is a language spoken everywhere.
Conclusion
The United Airlines "Good Leads the Way" commercial was filmed across a tapestry of locations—from the bustling terminals of Chicago and Newark to the flight simulators in Denver and the sunny tarmacs of Sydney.
By blending these high-traffic hubs with intimate, human-focused shots of real staff, United created more than just a commercial; they created a visual manifesto for the future of flight. Next time you’re walking through O'Hare or SFO, look around—you might just be standing exactly where "Good" led the way.
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