Southwest Plays Up Value Via Humor

Southwest Airlines is launching the next phase of its fall campaign, which communicates the airline’s great value by using humor.

Kicking off Oct. 26, they are the next phase of the new brand experience launched in September, including logo and livery.

“Wedding,” which launched during NFL football, shows how Southwest’s great value and customer-friendly policies make it the perfect airline partner for wedding season. The spot features some quintessential wedding dance moves and nostalgic music.

Three more spots, “Zero,” “Swagger” and “Quiet Landing,” will launch in the next several weeks.

Created by GSD&M, the 30-second English and Spanish TV spots tout some of the perks of flying Southwest -- from two free checked bags to free live TV inflight to no change fees.



The work honors Southwest's fun, bold spirit in a way that reflects the industry leaders they are today, says Lara Bridger, group creative director, GSD&M.

“They're still the still the big-hearted airline that champions value,” Bridger tells Marketing Daily. “We wanted to capture that personality in a smart and modern way that's still distinctively Southwest."  

The creative boldly proclaims “yes, Southwest’s got a new look, but we’re still the big-hearted airline by keeping fares low and offering bags to fly free and inflight TV.”

The campaign truly embodies the unique personality of the Southwest brand, says Helen Limpitlaw, Southwest Airlines director of brand communications.

“It highlights our Low Fare Leadership and great value offerings like ‘Bags Fly Free’ and no change fees while celebrating the core of what makes Southwest so special -- our heart,”  Limpitlaw tells Marketing Daily.

In addition to the TV spots, print work, shot by photographer Martin Schoeller, carries over the lighthearted and bold messaging featured throughout the campaign and in Southwest’s new livery. Lively images of happy Southwest Customers are juxtaposed with product-focused messages like free inflight live TV courtesy of DISH and “Bags Fly Free.”

2 comments about "Southwest Plays Up Value Via Humor".
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  1. Jay Waters from noodleBHM, LLC, October 27, 2014 at 9:05 a.m.

    Love the commercial -- but is it really good placement to run the Wedding Season commercial during NFL football games? Seems like an audience mis-match to me.

  2. Bob Paine from The Bob Paine Group, October 27, 2014 at 12:32 p.m.

    The true genius of Southwest is that they have maintained the aura of a low fare airline when in fact they now price at or above market.

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