Southwest - All You Need Is Love

Southwest - All You Need Is Love

Southwest Airlines is celebrating its ability to fly unfettered out of its hometown airport with a multifaceted campaign featuring an iconic song. The Wright Amendment, which imposed restrictions on flying out of Dallas’ Love Field Airport for 35 years - to protect business at the competing Dallas/Fort Worth International - expires this October. As a result, Southwest will add 15 new nonstop destinations in October and November from Love Field. The campaign features the Beatles classic “All You Need is Love” (as in Love Field) performed by indie pop band Echosmith. It includes four TV spots, hundreds of billboards , print and digital.

Each 30-second ad informs viewers of the new non-stop flights resulting from the repeal of the Wright Amendment, while offering up a different take on celebration. All spots end with the words: “Goodbye Wright Amendment. Hello America. 10.13.14.”

‘Water Cannon’ launched July 8 and features a colorful water cannon salute from out on the tarmac. ’Seventh Inning Stretch’ was filmed during a Texas Rangers preseason game. ’Love Moment’ , the most offbeat commercial of the bunch, captures a few seconds of Love Field activity in super slow-motion—which is exactly how time seems to pass when your flight’s been delayed. ’Fireworks’ shows airline passengers watching pyrotechnics from a plane. Each week Southwest is also featuring one of the new cities on its blog, written by a Southwest employee who is affiliated with the city and can give an insider’s view of what to see and do while visiting.