Irish actor Sharon Horgan has a straightforward solution to Aer Lingus' American awareness problem.
Just call it 'The Irish Airline.'
The airline enlisted Horgan for a new US brand campaign developed by London-based Uncommon Creative Studio.
It follows Aer Lingus research finding that 66% of Americans surveyed did not know what the airline was.
Some even mistook its name for a pasta brand, a wrestling move, or a type of dog.
Horgan co-wrote and stars in the launch film, produced by her company Merman and directed by Rachel Stubbings.
In the spot, Horgan meets the Aer Lingus team to discuss its North American brand positioning.
She points out that while "lingus" means fleet in Irish, Americans have a more direct way of interpreting words.
Her proposed solution is to describe the company simply as 'The Irish Airline.'
"Most Americans don't know that Aer Lingus is an airline, let alone an Irish one," Julie Matheney, executive creative director at Uncommon, said in a press release.
"So we decided to use comedy to lean into that, with someone Americans already love, Sharon Horgan.
"Americans and the Irish both love making fun of themselves, so this felt like the perfect introduction for the brand in the US.”
The campaign marks another stage in Uncommon's relationship with Aer Lingus.
Uncommon won the airline's global creative account in January 2025 following a review involving several Irish agencies.
The new positioning introduces Aer Lingus' North American brand direction, with the Dublin hub, European connections, and US preclearance among the selling points.
Uncommon Lands 'Irish Airline' After 'Irish Exit'
The new campaign follows Uncommon's earlier US work for Aer Lingus, including its 'Irish Exit' outdoor campaign in April 2025.
Created to mark the launch of the airline's direct Nashville-to-Dublin route, the campaign used industry jargon for airport-bound advertising.
Teal signs appeared across Nashville, pointing people toward the airport from locations including Broadway and downtown.
The work also included billboards, bar signs, road signs, luggage tags, and influencer activity.
'The Irish Airline' addresses a more fundamental problem with brand recognition.
Horgan brings a writing credit to the project.
Her involvement gives the campaign a known comedic voice while putting the brand's naming problem directly into the script.
Aer Lingus Chief Customer Officer Susanne Carberry said North America remains a key market as the airline grows awareness across the Atlantic.
"Sharon and her team immediately understood the idea and brought it to life in a way that is warm, funny and unmistakably Irish," she added.
She described the new positioning as a straightforward way to tell customers who the airline is.
The campaign gives Uncommon another opportunity to establish a consistent US brand identity for Aer Lingus.
66% of Americans Surveyed Don't Know Aer Lingus
Aer Lingus' brand health research surveyed 3,888 adults aged 18 and older across New York, Boston, Chicago, Philadelphia, and Los Angeles.
The research, captured through September 2026, found that 66% did not know what Aer Lingus was.
The figure points to a substantial recognition gap in five US markets the airline is targeting.
This gives the new positioning a measurable awareness problem to address.
Aer Lingus is also investing in its transatlantic customer proposition, with enhancement plans extending into 2027.
Together, the research and service investments give Aer Lingus a commercial case for explaining its identity and its transatlantic offer to American customers.
Brands addressing a brand awareness gap can take three lessons from Aer Lingus' repositioning:
Make the Brand's Identity Immediately Clear
Brands entering unfamiliar markets should explain what they offer in language audiences can understand without prior knowledge.
Aer Lingus found that 66% of its 3,888 respondents did not recognize the airline, prompting the introduction of the 'Irish Airline' positioning.
Give Talent a Role in Developing the Idea
Agencies should involve recognizable talent in the creative process when their voice and perspective can make a brand's positioning more relatable.
Horgan co-wrote and starred in Aer Lingus' new commercial, while her production company Merman produced the film.
Connect Brand Advertising to the Product
Brands should link awareness campaigns to specific product advantages so audiences have practical reasons to consider them.
Aer Lingus highlights its Dublin hub, European connections, and US preclearance alongside its new North American positioning.
Aer Lingus' awareness strategy connects a simple brand introduction with recognizable talent and tangible travel benefits.
Our Take: Can a Literal Tagline Fix Brand Recognition?
A literal tagline can help Aer Lingus address its recognition problem, but the airline still needs to give Americans reasons to remember it.
The campaign makes the name easier to understand through Horgan's comedy.
Its next challenge is connecting that recognition to the airline's actual advantages.
Dublin's US preclearance facilities offer a particularly useful selling point.
American travelers can complete US immigration and customs formalities before departure from Ireland.
But Aer Lingus still needs its next media campaigns to connect the tagline with its network, onboard services, and travel experience.
We see the strongest opportunity in making 'The Irish Airline' a consistent introduction across its US advertising and customer communications.
The positioning has room to support both brand recognition and future demand for transatlantic travel.
Aer Lingus' campaign also follows Uncommon's recent work for LEGO.
It partnered with Our LEGO Agency and Keep It Stupid Simple on a holiday film featuring Daft Punk.
The campaigns show Uncommon working across very different brand challenges, from entertainment-led storytelling to a straightforward fix for brand recognition.
Brands entering new markets need creative partners who can translate positioning into recognizable campaigns.
Explore these top branding agencies to find a partner for your next brand strategy project.
