United Airlines has named Sesame Street’s Oscar the Grouch as its first Chief Trash Officer as he and the airline “celebrate his love of rubbish,” the brand announced, adding that the “hire” is part of United Airlines’ consumer education campaign designed to promote the expected benefit of using sustainable aviation fuel (SAF) more broadly.
The new campaign, done in collaboration with 72andSunny, features Oscar in more than 30 pieces of original video, digital, social, and out-of-home content, and follows the iconic character’s journey from job listing to C-suite office alongside real United employees.
United now shows an estimate of each flight’s carbon footprint on a per economy seat passenger basis on its app and website, and travelers have the option to contribute to supplement United’s investment in the UAV Sustainable Flight Fund, an investment vehicle designed to support start-ups focused on decarbonizing air travel by accelerating the research, production, and technologies associated with SAF.
“Every airline burns jet fuel to run their business, but no airline will solve climate change on its own,” said United Chief Communications Officer Josh Earnest.
“So United has enlisted Oscar to help us educate the traveling public of all ages about SAF and rally them to the cause of fighting climate change. From banana peels to fryer grease, Oscar is uniquely qualified to help us explain why trash could be the treasure that fuels the jets of the future.”
“This campaign provided a special opportunity to showcase an iconic Sesame Street character, Oscar the Grouch, celebrating what he loves best – trash,” said Jennifer Ahearn, VP, Global Strategic Partnerships & Themed Entertainment, Sesame Workshop.
“The amazing collaboration helps United Airlines explain in simpler terms the technology of turning trash into fuel in a fun and engaging manner.”
Production company: Bob Industries
Directors: Valerie Faris and Jonathan Dayton