Southwest Airlines Launches ‘The Big Flex’: A Bold New Brand Campaign Showcasing the Carrier’s Fun-Loving Personality and Flexible Policies on Every Fare, Everywhere

With a nod to the Company’s roots of democratizing the skies, the campaign celebrates traveling on America’s most flexible and friendly airline

Southwest Airlines has unveils a new brand campaign, “The Big Flex,” showcasing the carrier’s flexible and Customer-friendly points of difference, including two bags fly free®¹, no change or cancellation fees², flight credits that don’t expire³, and points that don’t expire⁴. The campaign highlights what’s most important to Southwest® Customers—choice and flexibility—delivered with the low fares and legendary Hospitality for which Southwest is famous.

“In an industry full of growing complexity, Customers want ease and flexibility when they travel, and we pride ourselves on delivering an experience that doesn’t nickel and dime Customers with hidden fees,” said Jonathan Clarkson, Vice President Marketing at Southwest Airlines. “The inspiration for ‘The Big Flex’ is giving Customers the freedom to say yes by connecting them to what’s important in their lives with unrivaled flexibility. It’s about making a big deal out of something that others might overlook—like getting to check two bags for free, having the freedom to stay an extra day on your trip without worrying about change fees, and using your Rapid Rewards points whenever you want because they don’t expire.”

“The Big Flex” is centered around stories of Customers who benefit from Southwest’s flexible policies and showcases unique ways Customers get more value and a better travel experience when flying on Southwest. “The Big Flex” also features a series of partnerships with online creators to highlight some of the destinations that Southwest serves.

“We’re expanding our collaborations with influencers to highlight many of our amazing destinations,” said Julia Melle, Director of Brand & Content at Southwest Airlines. “We’re excited to invite a new generation of Customers to see what the airline with Heart has to offer.”

Additionally, the campaign includes a series of ads specifically created for local markets, demonstrating Southwest’s Heart, fun, and flexibility in ways that are authentic to the communities and Customers the airline serves.

Southwest partnered with its agencies Spark Foundry and GSD&M to develop “The Big Flex” theme and creative assets for multiple media platforms.

“With ‘The Big Flex’ campaign, we’re celebrating Southwest’s hallmark of freedom and flexibility,” said Jay Russell, Chief Creative Officer at GSD&M. “This isn’t just advertising; it’s embodying Southwest’s Spirit and Values fo