It’s not every day you see an advertisement that lasts 15 minutes or more, but United’s effort focuses on the pure frustration that comes from a pretty typical experience. We’re talking about airport lines. You know the ones—the long and mind-numbing single file Hell-scapes that feel like a cruel joke that’s being played on us by Satan himself (or herself… we can’t say for sure). We digress.

United’s ad spot highlights this experience in an effort to promote their “Skip the Line” virtual united agent feature. Besides the occasional voiceover and text on-screen, there’s very little that happens in the ad, and that’s the beauty of the concept and why it works so well. It captures the very essence of waiting in long lines where nothing happens.

What do you think of skipping the line?