American Airlines on Thursday unveiled an updated logo and look for its incoming fleet of new planes, as well a commercial with the tagline "Change is in the air," in the brand's first rebranding in more than four decades. The airline worked with FutureBrand on the revamp and McCann Worldgroup on the new spots, which feature a voice-over by "Mad Men" star Jon Hamm and show people all over the world looking up in awe at American's planes. Some observers wondered why American's iconic look needed updating. There is "nothing wrong with American's current identity," said Henry Harteveldt, an analyst at Hudson Crossing. "It is classic, like a Chanel suit. It is timeless."