Southwest Airlines is launching a new brand campaign from Austin, TX-based agency GSD&M that spotlights burnout, the always-on culture and perhaps the best remedy—a getaway trip to reset and recharge.  

To put numbers behind a feeling most of us know well, Southwest fielded a survey of 2,000+ U.S. adults: 76% said they're experiencing burnout, and 68% believe a trip is one way they can regain control of their time.  

The campaign, "Enter Airplane Mode," includes a series of spots directed by Will Speck and Josh Gordon (“The Switch,” “The Power Inside”) and voiced by Adam Scott, whose recent role in the workplace-centered series Severance on Apple TV+ adds a culturally relevant wink to the message.  

It’s also the first campaign for the airline under Sabrina Callahan, who joined Southwest as their first Chief Digital and Marketing Officer in April.  

In addition to ads, the campaign an activation--Notification Vacation--that turns people's phone notifications into Rapid Rewards points. Upload a screenshot of your home screen notifications and get points back, with more than 185 million points available across it and a companion burnout quiz.  

Callahan asserts that Southwest is “the airline that democratized the skies.” As such, she adds, the airline “has always helped make the dream trip a reality.”   

The new campaign “encourages Customers to recognize when they’re approaching a breaking point and to turn that moment into their booking point,” said Callahan.