Southwest Airlines TV Spot, 'Wedding Season Dance Party' Song by Young MC

iSpot Review - October 28, 2014

Wedding receptions offer a great creative canvas for portraying memorable comedic moments.  They remain one of the more universally relatable events. The anticipation, participation and recuperation from any reception is fraught with stories of triumph and tragedy.

Southwest Airlines has zeroed in on the single story of the perpetual bridesmaid who jet-sets from wedding to wedding during the nuptial seasons.  In so doing, the airline cleverly positions itself as a partner within the successful story of the insane dance fiend.   And we gladly follow the story, because the actress sells us on her character immediately.

It's a bit like watching Elaine Benes trying to dance, but the enthusiasm and excitement with which the bridesmaid lets loose is utterly believable.  It's believable, because we've all seen that person at a wedding reception- dare I say, we've all been that person at a wedding reception.

The spot captures the fun and exhaustion of wedding receptions, and it is shot in a way so that viewers can't take their eyes off the actress making a spectacle of herself.  She is the center of attention, and we love it.

It's rare to get consumer insight, targeting, purchase occasion, value-claims, product usage, end-benefit and entertainment value all working seamlessly in a 30 second TV commercial.  Southwest Airlines must be pleased to have hit so successfully on all fronts.