As a shareholder and a customer of Southwest, I am puzzled about this latest advertising ploy. Just because Southwest is a low cost airline doesn't mean it has to be low class. This isn't the 70's, and Herb is no longer in charge. He was able to pull off the hot pants and Wild Turkey because of his unique personality and the culture of the 70's. This SI thing makes it look like the adolescents are in charge of advertising and public relations. Edgy? That is a 20-something term crafted by "creative" types with spiked hair, pierced body parts, and a distaste for the middle class. Hey folks! Wake up! It IS the middle class who pay the bills for Southwest, including me. I'm not a prude, but I have to wonder whose bright idea it's been to take the brand to "edgy". This isn't "Fun". It is CRASS. Out of one side of the mouth of Southwest, we get "puritan", with flight attendants acting as dress code police with scantily clothed customers, and out of the other side of its mouth, we get "sexist", allowing a bikini-clad model emblazon the side of one of its planes. How does Southwest justify enforcement of its sexual harassment policy (assuming it has one) when you allow a half naked woman on the side of an airplane? I know things are bad financially for Southwest, but this smells like desperation. Change your technology, add wi-fi, do things that are productive. I'm disappointed you have lowered your creative standards. There is nothing creative about a photo of a supermodel in a bikini. You can find some creative talent who can generate a "Fun" imagery that is more creative than this. Get a new advertising agency and hire some grownups to run your advertising/marketing/pr group. This is an abomination of Southwest's image. However I guess Southwest is moving to the idea that any publicity is good, no matter how negative the message.
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