Dave Carroll is a country singer. His song, like other great country tunes, rides an undercurrent of tragedy. It was inspired by his broken heart.

Now, country hearts are usually broken by unattainable love. But that wasn’t Carroll’s experience. No, his heart was broken by baggage handlers.

He was flying United Airlines from Nova Scotia to Nebraska. During a long layover in Chicago, Carroll peeked out the window. Baggage handlers where heaving guitar cases around. Guess what? They broke his favorite $3,500 guitar.

He pursued payment from United. But every request was rejected. To Carroll, there was no question—United had done him wrong.

So, he put his heartbreak into song. The video became an instant viral hit. And United decided to take another look.

Now, let me be clear. I love United Airlines. My father worked there for more than 35 years. That allowed me to travel the world. But sometimes people just won’t pay attention. In that case, you’ve gotta sing them a song.