Southwest’s New Ad Brings Up Some Questions

Interesting to see Southwest going in a very new direction with their advertising, and the opening shot is pure beauty, because it looks great and establishes the brand right out of the gate. This ad has been (rightly) described as the sort of thing one of the big legacy carriers like American would put forth. It could almost be from a different planet than my favorite series of Southwest spots, the “Must Be Football Season” campaign. You can tell from the first moment that there will not be anyone brained with a thrown pineapple during this campaign.

But if you read what management said to the New York Times, they believe they need a new focus because they have become the largest domestic carrier in the U.S. and because the previous ads were “one-dimensional.”

Some questions about your business: Has growth or some other change altered your status in your field? Is a new approach needed or even just desired because of that? Has your marketing been one-dimensional? Or have you had the opposite problem and you’ve been sending your audience multiple messages? Could you use some focus or polish?

Give me a call and let’s see what we can do together to make things happen for your business or organization.


Christopher Clukey
Accurate Impressions
128 N. Bailey Avenue
Freeport, IL 61032
(815) 232-2120