Set Love Free

According to Church of the Customer, Southwest Airlines is lobbying customers and staff to help abolish the Wright Amendment with its Set Love Free campaign.
In 1979, Congress passed a federal law making it illegal to fly from Love Field in Dallas to points beyond the states surrounding Texas. It was meant to protect Dallas’ other airport, Dallas-Ft. Worth International, but has primarily been a lollipop for D/FW and American Airlines.
This summer, Southwest asked gate agents to dream up creative ideas to engage customers about the grassroots effort. Employees responded like fired-up high school spirit cheerleaders, creating homemade signs that showcase the company’s Kelleherian humor.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.