Oh it's certainly a refresh. I just question whether it's in the right direction. I felt like the refresh they've been doing since ~2017/2018 when they dropped gold for purple and started using a redrawn globe has looked pretty sharp and has stood out from everything before it, which was always just some mish-mash vestiges of the CO brand. I don't know how much I like the decoupling of the globe and wordmark or the use of black. Then there's also the typeface inconsistency: the new ads appear to use Neue Plak, whereas the official brand typeface for most items is FF Clan, but they're too cheap to license FF Clan for the web so they use the free Google Open Sans in a lot of places as a stand-in.

Aside from that though, I think the campaign messaging is on point. UA is unquestionably a better airline than it was years ago (perhaps ever? at least in my lifetime) and I think this campaign articulates that well.