Each spot in the campaign is designed to resolve a misconception people may have about the airline, from where they fly to in-air amenities. 'Lumberjack,' the first spot in the campaign, reminds flyers that Alaska Airlines goes to more destinations than just Alaska, and transports more than just lumberjacks – it actually connects the West Coast to the world with over 1,200 daily flights and its global partner network.
‘FOMO’ and ‘Power Move’, two of the five new spots, showcase how in-seat power and free text/messaging shouldn’t be reserved solely for those flyers with status. They also state that finding inexpensive airfare shouldn’t mean your flight can’t be affordable and enjoyable.
Mekanism and Alaska Airlines will release additional spots before the end of the month, speaking to value, global partners, and California travel, including one called ‘Glocal’ that combines “global partners and local charm,” according to the voiceover.
“When many people think of Alaska, they automatically think of lumberjacks and glaciers. So we decided flip that narrative on its head and show a lumberjack on a tropical beach to convey Alaska’s variety of destinations,” commented Mekanism founder and executive creative director Tommy Means. “These little moments of misdirect enable us to bring to life free entertainment, affordable ticket prices, and global destinations in a fresh and memorable way.”
The new campaign is set to run six to eight weeks, first on TV/video and on a variety of social mediums including Facebook, Instagram, and YouTube on Friday, November 10.
See all the spots by clicking the Creative Works box below.