• June 5, 2008

With an innovative and comic twist, the airlines has launched a new ad campaign for the Hispanic market titled "Relax!" Radio and television ads will air throughout summer in Hispanic media from coast to coast. The ads reinforce Southwest's message of affordable, friendly, and worry-free travel.

These ads will run on Univision, Telemundo, and Azteca, among other Spanish networks--and will present various funny, yet real, situations that every traveler faces before taking a vacation. In one 30-second spot, a bride rips open the back of her gown, sees her wedding cake destroyed and snaps off the heel of her shoe. But later, aboard a Southwest plane, she and her new husband are already relaxing.

The campaign was created by the Hispanic advertising agency Dieste, Harmel and Partners.

--Nina M. Lentini