United Airlines announced today that they’re bringing back “Fly the Friendly Skies,” the Leo Burnett-created slogan used from 1965-1996. To me “Fly the Friendly Skies” is one of the most enduring travel slogans of all time. With Gershwin’s “Rhapsody in Blue,” United has consistently produced quality advertising using the combination.

While other ads have recently fallen flat, United seems to be back on track with their new Friendly Skies ads. I just hope their passenger experience can catch up to their advertising.

Below are a few of the vintage ads that United ran in the in late-1960s and 1970s in magazines and other print publications like theatre playbills.

An ad for the Friendship Executive Service in 1975.

A bit of sexist copywriting in this one.

What do you think of United bringing back “Fly the Friendly Skies”? Does the slogan matter at all?