It’s on? Really?

That’s the best Southwest Airlines could come up with. What does it even mean? What’s on? The plane? I hope so. Flight attendant attitude? Oh yeah, it’s on.

Regardless of what their thinking is behind this new slogan and because it’s so obscure, you’d think they would develop an spot – backed up with some heavy media dollars – to establish the new line or what we presume is a new campaign. But the first time I saw the line, the commercial was about your bags flying free. The spot, allegedly created by GSD&M Idea City, isn’t all that compelling for an offer that is. It shows a Southwest baggage handler driving around the tarmac from the perspective of the front of the tractor he’s driving; we watch him mindlessly drive in circles while we listen to some trite VO about the offer. Our star comes into play at the end of the spot with the line “Grab your bag. It’s on.” Huh?

Do you walk to school or carry your lunch? Let’s not forget that we the Southwest Airlines flying public aren’t the sharpest tools in the shed. If you’re going to use popular catch phrases, try picking ones that are relevant – relevant to your company, relevant to your product offering, relevant to your audience. This phrase is going to last as long as chest bump greetings and skinny jeans. Go back to the drawing board client and agency and don’t leave it until you’ve come up with something intelligent and relative. Or how about this? Just go back to “Wanna get away?” and continue to close with the familiar seatbelt “ding” and “You are now free to move about the country.”