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Southwest’s new ad campaign may point to identity crisis

Excerpt from The Cranky Flier

Mar 21, 2013 12:24 pm

Skift Take

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

— Dennis Schaal

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 / 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


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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