Fly the Branded Skies


Agency: Bozell & Jacobs

These are posts from Fly the Branded Skies about Bozell & Jacobs.

Jingle: American “Doing What We Do Best” (1975)

We're American Airlines. Doing what we do best.

Listen: American Airlines: “Doing What We Do Best”

One of the amazing properties of jingles is how they can become integral parts of their brands over time. For example, Alka-Seltzer first used “plop plop, fizz fizz” in the 1950s — today, they’re still using the tune in their advertising.

By holding on to this branding element, you gain the freedom to vary others. This jingle, “We’re American Airlines. Doing what we do best,” is a perfect example. Campaigns evolved, tastes shifted, the tagline changed, and the account even switched agencies, but this melody — or variations derived from it — were a part of American’s advertising for more than 20 years.

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