Watch United Airlines’ Super Bowl Commercial Ahead of Sunday’s Game

United Airlines has dropped its 2024 Super Bowl ad ahead of Sunday’s game between the Kansas City Chiefs and San Francisco 49ers.

Fans of Friday Night Lights, the television show that ran for five seasons starting in 2006 and not the 2004 movie, will recognize Kyle Chandler’s Coach Eric Taylor character, who takes center stage in United’s ad.

Chandler, in Coach Taylor’s voice and cadence, looks straight into the camera and tells the audience to believe in their NFL team strong enough to go ahead and book travel for next year’s Super Bowl, which will take place at the Caesars Superdome in New Orleans. Now is the time to believe in something, despite how unlikely it may seem.

“This is about more than just football; this is about believing,” he says. “Because believing that hard, can change everything.”

The delivery, the callback to Coach Taylor, and the dramatic zoom-in on Chandler’s face are seemingly enough to inspire even the most beaten down of NFL fans.

However, in the more than likely event that your team will not be one of two teams remaining in New Orleans, you can always change your flight without a fee, which, while not as inspiring a message, makes believing in your team, despite whatever history it may have, a little easier.

Travel companies advertising during the Super Bowl, which is known to be the most expensive ad buys of each year, is nothing new—United did it last year, along with Priceline, Carnival Cruise Line, Uber, and more. More are expected to join United this year, too, including one confirmed spot from an OTA.