Interesting they are very specific that the targets of the campaign are the high yield customers and explicitly employees:
Mr. O’Toole said the campaign was aimed primarily at United’s “most frequent-traveling, high-yield customers,” as well as at employees “who will enable United to deliver exactly what we’re talking about. It sets an aspirational target for the customer experience United delivers.”
But television is such as wide reach medium for such a narrow target. I guess they figure the potential disappointment a 'regular' flyer faces when they don't fulfill on 'friendly' is OK.
Wish them well with it - there have been some service attitude improvements, but not yet close to the well oiled machine that's running at Delta. If Delta were to run this campaign it would be spot on.