Two National Football League (NFL) teams play in the Super Bowl to end the NFL season after the league's 32 teams play a total of 272 games over four months. Super Bowl LVIII was the U.S.' most-watched TV program ever, receiving 123.4 million viewers across all platforms. People were excited to see the San Francisco 49ers and the Kansas City Chiefs compete for the coveted Lombardi trophy.

Companies and their brands spent approximately $7 million for a thirty-second chance to reach that audience through advertising, according to The Wall Street Journal. United Airlines decided to do something different from other companies: it directed its message to the fans of the 30 teams that did not make it to the Super Bowl.

Most advertisers opted for big-time celebrities in over-the-top humorous situations: Patrick Stewart tossing the cartoon child Stewie football-like at a mountainside; Ben Affleck crashing J Lo's recording session to debut his new band; Arnold Schwarzenegger chronically mispronouncing the word "neighbor." 

United chose to deploy their star, Kyle Chandler, coach Eric Taylor of TV's "Friday Night Lights," with much more subtle humor in their hope-springs-eternal campaign, "Believing Changes Everything."

In the ad, Chandler speaks directly to the camera to address the fans of the 30 teams that did not make the Super Bowl. "I know most of us are watching other people's teams play today," Chandler begins kindly and sympathetically. "And we're happy for them … But we're hurting, too. Because today belongs to somebody else."

In a quick adjustment of attitude, he reminds fans that tomorrow is theirs, and every day after that, "until your team is here next year, winning it all." He reminds them that it is about believing more than just football, and such faith includes booking a flight to next year's Big Game without even waiting for the season to begin.

"Because believing that hard," Coach Taylor concludes earnestly, "can change everything." Text appears on the screen informing the viewer, "But just in case … No fees to change your flight. Ever." The spot ends as the strains of Gershwin's Rhapsody in Blue, United's theme music for decades now, swell in the background, and a United Boeing 737 flies gracefully into the sunset.

However, this ad is one of several versions seen across the U.S. during the game. United worked with its creative agency, 72andsunny, who also produced the "Born To Play" spot for the NFL that aired during this year's game. To reach local markets, other versions of United's "Believing Changes Everything" ad directly targeted Chicago, Cleveland, Denver, Houston, and Kansas City. Each ad features dialogue specifically tailored to that region. 

"Cleveland, I know you're watching other people's teams play today," begins the version for the perennial also-ran Cleveland Browns. "But this season, you got everyone's attention. The grit. The wins. The defense. Next season, you get the title."

Each regional version references its respective fan base: Browns fans, Broncos fans, and Texans fans. For the United hometown of Chicago, an even more granular message for Bears fans — "It starts with the draft, and then you build" — acknowledges their dubious honor of having the first-round draft pick thanks to losing 10 of 17 games this year and ending the season in last place in the NFC North.

The now-champion Kansas City Chiefs also had their own special script, recognizing their presence at the game and reminding them that next year "isn't about luck. It's about believing in a dynasty."  The Chiefs have won two consecutive Super Bowls and three of the last five. If they return next year and vie successfully for a third straight championship, it will be an accomplishment unprecedented in NFL history.

United's local strategy will cost less than the expected $7 million per 30-second ad price demanded by the national TV buy, according to Ad Age. This media company provides reporting and analysis across the marketing and media landscape.

With this campaign, United looks to tap into the American optimism encapsulated in the popular sports adage, "Wait until next year!" This sentiment is surely on the minds of Major League Baseball fans as pitchers and catchers report this month to begin spring training, adding another 30 cities, stretching from Seattle to Miami and San Diego to Boston, that will resonate with United's encouragement of the faithful. The "Believing Changes Everything" campaign will continue on social media.