Molly Wipf
Article #6
Southwest Airlines has just released a new advertisement, establishing a "grander brand message" with the help of TBWA/Chiat/Day. Southwest has been gaining so much momentum within the domestic airline industry and I actually just finished reading a book about the growth of the airline itself. It has always been known for its playfulness and lighthearted business tactics, but the new commercial actually portrays Southwest in a less humorous way and a more relatable yet committed fashion. Southwest understands that flying is an emotional experience for most people since you are giving total control of your life to an airline and this commercial truly indicates the companies commitment to the public. They do their job well.
The commercial is a series of trailing shots of a pilot, basketball player, ballerina as they enter their "arena" of expertise. But what makes this commercial relatable is that they also incorporate a baby, a surfer and a farmer. Yes, there is some commercialism such as the flight attendants million dollar smiles and inviting mannerisms but in retrospect the commercial has built upon an already well established, prosperous company. The advertisement is the first of ten national and local spots and will certainly help underline that Southwest has all intentions of acknowledging the consequential emotions that are associated with flying. You are in good hands with Southwest!
http://www.adweek.com/news/advertising-branding/ad-day-southwest-airlines-148046
I really like Southwests concept of their new commercial. I too read NUTS! about Southwest Airlines and I find it almost refreshing to see a more serious advertisement on their side. The idea that this is their "arena" of expertise is comforting in making the scary process of flying a little more soothing. Southwest continues to surprise me in their business tactics and I'm interested to see where they go in the future.
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