Deconstructing Ads: Southwest Airlines Loves Your Bags

First Mental Image (FMI):

Five airline baggage handlers standing on a tarmac, proclaiming that Southwest Airlines loves bags.

The ad establishes a solid theme with its first mental image. A baggage handler is a credible spokesperson for baggage.

The Message:

Simple and straightforward. Unlike most airlines, your bags fly free on Southwest.

Southwest successfully leverages the law of contrasting by attacking the competition’s nickel-and-dime strategy of charging for baggage.

Recall from an earlier post, I explained that decisions are not made in isolation. Rather, we look for the differences between our available options. And as a marketer, it’s your job to frame the buying scenario for the consumer. Which means, you must define your company’s position relative to the competition.

Southwest does exactly that. The company makes a single, powerful point and hammers it home repeatedly. Watch the ad several times, and you’ll appreciate the frequency with which Southwest makes the same point without ever losing the viewer.

Last Mental Image (LMI):

A graphic demonstrating the financial savings airline travelers can expect from flying Southwest, followed by the gung-ho statement, “Grab your bag, it’s on.”

A perfect ending to a persuasive ad.

Conclusion:

Southwest’s ad is clear, direct and persuasive. The company doesn’t complicate its message by being cute or fancy.

Rather, Southwest kicks the competition right where it hurts. And for those doubting the effectiveness of Southwest’s strategy, check out Jackie Huba’s blog post which reports that the company experienced an 8.8% increase in passenger miles for September, 2009. Comparatively, passenger miles were down for nearly all major airlines.

Finally, the ad’s message and imagery are marvelously congruent. Happy employees. Upbeat music. Confident message. Nicely done, Southwest.