Bags Fly Free on SWA

Southwest is back to using benefit advertising to bag on its competitors with its “Bags Fly Free” campaign. They use a good cop; bad cop routine to point out their competitor’s shortcomings. The bad cop is screaming, “We know your charging for bags, drop the bags and turn around.” Then the good cop screams, “Protect the load.” The majority of the spots revolve around the baggage handlers and how much they care about your bags.

Even at the end of the 30-second spot SWA doesn’t miss an opportunity to point out that competitors charge up to $120 as oppose to them where bags fly free. The tone of the spot above was pretty serious in my opinion, but I think their intensions were to have it be more comedic. Due to the good cop; bad cop routine I think this can safely be referred to as Southwest Airlines NYPD Blue moment.

The spot above was created by Austin based agency GSD&M. The agency could be a good internship spot for those University of Texas at Austin advertising kids.

The spot below has more of a funny tone to it when compared to the one above.

Anyway, what do you guys think? Let me know in the comment section below.

Best,
-A.B.