A fresh face of Southwest Airlines (NYSE: LUV) is coming to a television near you! Today, the airline kicks off its new advertising campaign with TBWA\Chiat\Day—its first with the agency. Southwest worked with TBWA\Chiat\Day to build a campaign that best tells the story of what Southwest stands for and how it is continuously improving coupled with some of the airline’s finest features like its Rapid Rewards program, inflight Wifi, Live TV, Evolve cabins, and the new 737-800 aircraft.
“Southwest’s values are based on our Customers’ values—hard work, perseverance, and the relentless pursuit of finding a better way. The decisions we make for our airline reflect these values, and we translated that vision into a reality in these new ads,” said Bob Jordan, Southwest Airlines’ Executive Vice President and Chief Commercial Officer. “Every move we make is one that makes our airline a better choice for air travel. Southwest carries more domestic Customers than any other airline and this new campaign showcases the impact we make on Customers every time they step on board a Southwest flight.”
The campaign, shot in both Houston and Los Angeles, features a mix of Southwest Airlines Employees combined with representations of Southwest’s Customers. The :60 second launch spot, which will run during men’s college basketball championship games on CBS, TBS, TNT, and truTV, highlights how the airline continually strives to be better for its customers. An additional national spot focus in on the in-flight experience; Wifi availability, Live TV, and revamped interior with new leather seats and larger overhead bins. In its third spot, the brand highlights its best in category loyalty program. The campaign reinvigorates the Southwest Airlines brand and reveals its story as one that people may not perceive it to be. The work was led creatively by John Norman (TBWA\Chiat\Day’s Chief Creative Officer) and directed by renowned-talent, Erik Van Wyck.
"In a world with so many airline options, it's important to leverage a brand truth to differentiate from the competition,” said Norman. “Southwest is always looking for a better way to get there. The campaign highlights its products, its Customers, and its Employees that grew the company."
“The campaign is a departure in tonality for Southwest, and we hope it inspires our Customers,” said Jordan. “Southwest has changed a lot over the years, we keep getting better, and we want Customers to see us in a new light. To do that we needed something powerful to catch our Customers’ attention and entice new Customers to give us a try—and we love the result.”
The ads will run for eight weeks nationally. Southwest released the ads over the weekend on Facebook and Twitter and they received positive comments from the airline’s fans and followers. The airline plans more activation around the new campaign in the coming weeks.
Anthem :60 sec in-market 3/19
Anthem :30 sec in-market 3/19
Anthem :15 sec (online only)
National - Rapid Rewards/ :30 sec in-market 3/26
National - Better Cabins/ :30 sec in-market 3/26
National - Rapid Rewards/ :15 sec in-market TBD
National - Better Cabins/ :15 sec in-market TBD
Local - New City/New Service “Places to Go” :30 sec in-market 3/19
Local - New City/New Service/ “More” :30 sec in-market 4/2
Local - New City/New Service/ “Something New” :30 sec in-market TBD
Local - Breadth/ “Destination” :30 sec in-market 3/19
Local - Breadth/ “Our Own Way” :30 sec in-market TBD
Local - Frequency/ “Choice” :30 sec in-market TBD
Local - Sale/ “Better Deals” :30 sec in-market 4/2
All were produced by Southwest Airlines creative agency, TBWA\Chiat\Day and directed by director Erik Van Wyk
Licensed Music for National TV spots
Writers: Nate Ruess, Andrew Dost, Jack Antonoff, & Jeff Bhasker
Record Label: Rhino Entertainment/Warner Music Group
Original Music Composition for Local :17/:13 TV spots