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Southwest’s new ad campaign may point to identity crisis

/ Southwest Airlines

Southwest now touts itself as the country's largest domestic airline. There's really no NutsAboutSouthwest vibe in its newest ad. / Southwest Airlines

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Where has the maverick gone? Hard to say in this very corporate ad from big-boy Southwest.

-Dennis Schaal

Excerpt from The Cranky Flier
Mar 21, 2013 12:24 pm

Has everyone seen Southwest’s latest ad campaign? I’ll guess not since the new 60 second spot debuted in the unwatched first round of the NCAA Men’s Basketball tournament.

So what does Southwest stand for? I’m not even sure the airline knows. And that may very well be why it’s putting out ad campaigns that say… nothing. To be fair, future spots are supposed to focus on the inflight product and on Rapid Rewards, so those might be better. But this first commercial from the airline’s new partnership with TBWA\Chiat\Day is not off to a great start.

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  • Boyce Garland

    beatiful commercial……the spirit of ameria at its best. That what I tell my fiance-bride coming soon from belarus. Despite all the struggle, tension, setbacks and unending competitiveness that is Ameica, if you give it your all in this life and then some….life will smile back at the end of the day.

  • Timtimtim

    Am I the only one who like this commercial?

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