Building America® Ad Campaign
For the last 140 years, Union Pacific has contributed to the building of a nation. Abraham Lincoln envisioned a transcontinental railroad that would connect America, east to west, contributing to the economic development, stability and security of the nation. And along with the development of a country, came the growth of one of America's most important companies.
While we have long been aware of our significance to the prosperity of America, it's time to tell Union Pacific's story to the rest of the nation.
We began this effort in April 2002, through an advertising campaign using three television commercials narrated by actor Sam Elliott. Majestic landscapes, filmed on Union Pacific tracks near Moab, Utah and Santa Maria, California, fill the screen as Mr. Elliott makes a connection between Union Pacific and this nation's way of life. The overall message and theme for the campaign focuses on what the men and women of Union Pacific have been working toward for almost 140 years... "Building America®."
The campaign continued in 2003 with the television commercial, "Challenges." Filmed near Mt. Shasta, California, it highlights that, working together, the men and women of Union Pacific have overcome challenges "the size of mountains" to build a company... and a nation.
Theme Music
Our theme music, titled "American Journey," was written by Jimmy Haun, a former member of the band Air Supply, specifically for the Union Pacific ad campaign. The complete song is 2:30, and while it has proven very popular among listeners, UP has no plans to sell or distribute the music at this time.
Print Ads
Our print campaign featuring broad vistas of the American West appeared in a variety of national publications including the Wall Street Journal, Business Week and Fortune magazine.
Click on individual images below to see a larger view of each ad.
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