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"Rose" was created by the Minneapolis office of Fallon Worldwide, and brings United's unique understanding of the frequent business traveler to life in a particularly poignant way. Animated by Academy Award®-winning artist Aleksandr Petrov, the new spot tells the heart-warming story of a businessman traveling to various meetings carrying a rose from his garden, which he delivers to his mother at the end of his travels. The story is set to a specially created version of United's signature music, "Rhapsody in Blue" by George Gershwin.