The goal of the American Airlines campaign was to conceptualize why people travel. The uniform theme throughout the campaign was people fly to “connect” with family and friends. Temerlin McClain developed a series of creative that captured the emotions of specific consumer roups such as grandparents, old friends, family reunions etc. This was accomplished through PointRoll Tomboy unit that contained streaming video. For authenticity, the videos mimicked real family home videos. Along with streaming video, there was a viral email component where users could share the video with friends. In addition, users could replay the movie, see other video clips or book a flight. This creative did an excellent job at pinpointing the emotional triggers of their audience. This type of ad also allowed users to experience the creative fully without ever having to leave the page.