Hollywood actor Kevin Spacey is playing three different characters and himself in a new TV advertising campaign for American Airlines.

The ads have been created by McCann London and are intended to show that the airline can meet the different demands of each individual flyer.

Spacey plays a father, retiree and a single man before appearing as himself.

Director Chris Palmer, of Gorgeous, said: "Kevin Spacey really nailed the characters, as you'd expect. I can't imagine any other living actor who could have transformed into such diverse and believable characters.

"It was weird shooting with him as a totally different character each day. The crew didn't recognise him when he came on set, even on the third day. You completely forgot it was Kevin Spacey in there. In fact, it was a bit of shock to see him as himself on day four."

The TV campaign, which includes a 60 spot and shorter 20 second versions, is backed by out-of-home advertising and digital activity, which has also been created by McCann.