Southwest Airlines has launched a new campaign showcasing its customer-friendly services, setting it apart from its competitors.
The "Big Flex" zooms in on choice and flexibility — characteristics most important to Southwest customers — in a series of hilarious spots that got its flyers flexing.
In "I Pack a Lot of Shampoo," a man happily walks down the streets, showing off his bouncy locks of hair to passers-by.
At a pedestrian, he tells a woman how he was able to check two bags on Southwest for free, given that he packs a lot of shampoo.
"Can't get this with three ounces. This is a full bottle, baby!" he exclaims to the bewildered woman and her poodle.
The man crosses the road with confidence, as the screen writes, "That's a big flex."
In the 30-second "Meemaw," a couple on vacation goes for a swim and makes small talk with another couple at the resort.
"We just changed our Southwest flights to stay an extra day," the wife says, emphasizing that they did so without having to pay a fee.
Her husband butts in, saying their kids won't miss them because they're with their "Meemaw."
The spot ends similarly, as the two pronounce their love while flexing Southwest's perks.
"Gaming Pack Hack" and "Pool Floating" follow the same premise, with customers boasting two free bags and changing flights with no fees, respectively.
A Customer-Forward Campaign
Made with agencies Spark Foundry and GSD&M, Southwest's latest campaign is themed after the stories of customers who benefit from Southwest's unique policies, allowing them to get better value from their travel experience.
"The inspiration for 'The Big Flex' is giving Customers the freedom to say yes by connecting them to what's important in their lives with unrivaled flexibility," Southwest Airlines VP of Marketing Jonathan Clarkson said in a press release.
"It's about making a big deal out of something that others might overlook — like getting to check two bags for free, having the freedom to stay an extra day on your trip without worrying about change fees, and using your Rapid Rewards points whenever you want because they don't expire," Clarkson added.
Targeting enthusiastic travelers and the Gen-Z market, Southwest will also be expanding its marketing efforts by collaborating with influencers to highlight its many destinations.
Based on the company's research, low fares and being able to flexibly change plans without penalty are two things that matter to Gen-Z consumers, and that's why the company chose to spotlight these benefits in their latest ads.
Editing by Katherine 'Makkie' Maclang