72andSunny LA and United Airlines have launched a 15-minute commercial on YouTube. It features a familiar airport scene – customers standing in a long line to speak with an airline representative. Nothing happens in the commercial – because that’s what airport lines are like. But a voiceover encourages you to skip the ad just like you’d be able to skip the airport line if you were flying with United. The airline has an Agent on Demand service that gives you quick access to a rep via phone or mobile app.

If you don’t skip you get to watch 15 minutes of people standing in line, and probably experience the same rounds frustration, tedium and intermittent hope (will it move now?). You will get to listen to sone rather wonderful copy and every now and then you’ll receive a prompt such as a title that asks, “Wish you had a skip ad button for airport lines? Thanks to United, now you do”. The film also offers suggestions for what people could be doing instead of standing in line, and ends with the voiceover saying, “You really shouldn’t be seeing this”.

The Agent on Demand service launched just over a year ago and recently logged its one millionth call. The film coincides with the Agent on Demand service launching in every United Airlines operated airport worldwide.

Lauren Smith, executive creative director, at 72andSunny LA, commented, “We hope people make it to the surprise at the end. Just kidding, there’s no surprise. Just the same long line for 15 minutes. Although there is some charming copy along the way. But really, the true surprise is just being able to tie the really helpful benefit of the feature – skipping airport lines altogether – with some really innovative media ideas.”

The film is part of United’s Good Leads The Way campaign, which features the airline’s initiatives in the air and on the ground.