Southwest Airlines became part of the TSA’s PreCheck program this week, which provides Customers a Known Traveler Number to include in their reservation in order to help expedite their journey through the security checkpoint at the airport. While we now offer the service to these known flyers, it was the unknown flyer that we were appealing to 25 years ago this week with the launch of our new ads featuring Herb and a grocery bag.
Shortly after our entry into the Phoenix market in 1982, a new competitor emerged. America West Airlines first took to the skies of Arizona on August 1, 1983 with a small fleet of three Boeing 737s (sound familiar?) Although America West was still considered a low-cost carrier, they prided themselves as also being a full-service airline with amenities such as pre-assigned seats and first class cabins on their “big, luxurious 757s” later on in their history.
Competition among the carriers out of Phoenix was fierce, with unrestricted tickets being sold for less than $50.00. Whereas Southwest chose to showcase its low fares and frequency, America West produced a commercial which suggested that Customers were reluctant to be seen on our flights, asking, “Why are these passengers covering up for their airline?” The spots featured slouching passengers wearing hats and sunglasses attempting to remain unnoticed.
In classic Southwest style, we chose to counter the claim with a new humorous commercial of our own. A comic of earlier years, Murray Langston, appeared hundreds of times on The Gong Show with a paper bag over his head, in a character that came to be known as “The Unknown Comic.”
The Unknown Comic was created out of Langston’s own embarrassment to appear on television, and his true identity was not disclosed until several years later on an episode of NBC’s Real People. The Unknown Comic provided GSD&M, our creative advertising agency partner, an inspiration for The Unknown Flyer.
The commercial was very simple, featuring only Herb dressed in a dark suit and a classic brown bag available from any grocery store. Herb went right to the point of addressing the matter at hand, saying, “Another airline is suggesting you might be embarrassed to fly Southwest Airlines.” He went on to offer the bag to anyone embarrassed to fly the airline with the most convenient schedules and the fewest Customer complaints.
Another recommendation for the bag came when Herb removed the bag from his head, which had a large green dollar sign on the other side, as a way to contain all the money you save by flying with us. The commercial ends with cash falling from above, filling the bag.
Today, America West Airlines remains only as an important part of the current Tempe-based US Airways family. Although the US Airways name remains on the outside of their planes, the Air Traffic Control call sign “Cactus,” in recognition of the state flower of Arizona, is still used to this day. While the competition for Customers in Phoenix continues, this ad serves as a wonderful reminder of the Fun-LUVing approach our Company has taken when presented with such challenges.
Shortly after our entry into the Phoenix market in 1982, a new competitor emerged. America West Airlines first took to the skies of Arizona on August 1, 1983 with a small fleet of three Boeing 737s (sound familiar?) Although America West was still considered a low-cost carrier, they prided themselves as also being a full-service airline with amenities such as pre-assigned seats and first class cabins on their “big, luxurious 757s” later on in their history.
Competition among the carriers out of Phoenix was fierce, with unrestricted tickets being sold for less than $50.00. Whereas Southwest chose to showcase its low fares and frequency, America West produced a commercial which suggested that Customers were reluctant to be seen on our flights, asking, “Why are these passengers covering up for their airline?” The spots featured slouching passengers wearing hats and sunglasses attempting to remain unnoticed.
In classic Southwest style, we chose to counter the claim with a new humorous commercial of our own. A comic of earlier years, Murray Langston, appeared hundreds of times on The Gong Show with a paper bag over his head, in a character that came to be known as “The Unknown Comic.”
The Unknown Comic was created out of Langston’s own embarrassment to appear on television, and his true identity was not disclosed until several years later on an episode of NBC’s Real People. The Unknown Comic provided GSD&M, our creative advertising agency partner, an inspiration for The Unknown Flyer.
The commercial was very simple, featuring only Herb dressed in a dark suit and a classic brown bag available from any grocery store. Herb went right to the point of addressing the matter at hand, saying, “Another airline is suggesting you might be embarrassed to fly Southwest Airlines.” He went on to offer the bag to anyone embarrassed to fly the airline with the most convenient schedules and the fewest Customer complaints.
Another recommendation for the bag came when Herb removed the bag from his head, which had a large green dollar sign on the other side, as a way to contain all the money you save by flying with us. The commercial ends with cash falling from above, filling the bag.
Today, America West Airlines remains only as an important part of the current Tempe-based US Airways family. Although the US Airways name remains on the outside of their planes, the Air Traffic Control call sign “Cactus,” in recognition of the state flower of Arizona, is still used to this day. While the competition for Customers in Phoenix continues, this ad serves as a wonderful reminder of the Fun-LUVing approach our Company has taken when presented with such challenges.