Alaska Airlines Goes Back to Its Quirky Roots in New Campaign

For years, under the stewardship of WongDoody, Alaska Airlines’ advertising built a reputation of being just a bit off the center line. From chickens randomly picking fares to smiling customer service agents playing banjos, there was always a sense of anticipation that the Seattle-based airline would bring out the quirk. In 2016, Mekanism picked up the account as the brand’s creative agency of record and subsequently ended up opening an office in the Emerald City in Capitol Hill as a result. While the initial work from Mekanism was very good, it was a departure from funny. Now, and after the airline’s merger with Virgin America, it appears as though the levity is back with a series of 15-second ads in the brand’s new “Fly smart. Land happy.” campaign that packs a refreshing creative touch. Like Alaska Airlines’ historical ads, it’s difficult to pick a favorite from this bunch because each is relatable and leans into the brand’s reputation (they have been named top U.S. airline based on customer satisfaction 11 years in a row by J.D. Power) of giving fliers more. Whether its perks in a new job, a really short pony ride, a disinterested spinning instructor or a tiny entree, the creative and scenarios hit the mark and are surprisingly dense, even in such a short window of time. [kickout id="1"] [kickout id="2"] [kickout id="3"] [kickout id="4"] “Everyone feels the stress of picking an airline: flights are either cheap with a no-frills, lackluster inflight experience, or a slightly better experience with a high price tag,” said Natalie Bowman, managing director of marketing and advertising for Alaska Airlines and an Adweek Seattle Brand Stars honoree. “It can feel as ridiculous as your employer skimping on basic work benefits, or overpaying for a bad workout. The campaign challenges the flyers to ask for more out of their flying experience and positions Alaska to deliver unparalleled value to its customers.” On the production end, the crew was primarily female-led with director J.J. Adler, editor Ali Mao and colorist Jill Bogdanowicz, and is part of Mekanism’s commitment to Free the Bid, the Alma Harel-led initiative that advocates for equal opportunities for women to bid on commercial jobs. “We’re proud to elevate female voices in such underrepresented roles as directors, editors, and colorists—and even more proud to have such a talented team as part of this production,” said Laura Wimer, Mekanism Seattle’s creative director. The vibe on set, as Bowman put it, was filled with “collaborative energy. And even small decisions were made together to elevate the creative.” Additionally, talent commented on how different the production felt, especially the more positive energy from the female-led crew. The campaign airs tonight during the Oscars across the West Coast and will also feature OOH and online content. CREDITS: Brand Team: Alaska Airlines Chief Commercial Officer: Andrew Harrison Vice President of Marketing: Sangita Woerner Managing Director, Marketing & Advertising: Natalie Bowman Director of Brand Marketing: Elliott Pesut Creative Agency: Mekanism Founder & Executive Creative Director: Tommy Means Creative Director: Laura Wimer Associate Creative Director: Aimee Brodbeck Associate Creative Director: Dan Peterson Senior Art Director: Gustaf Jonsson Copywriter: Caroline Johnson Art Director: Alex Brubacher Junior Art Director: Matt DeMilner President, CEO: Jason Harris Chief Operations Officer: Mike Zlatoper Head of Strategy: Jeremy Daly Senior Strategist: Anna Rainwater Managing Director, Seattle: Lisa Zakroff Brand Director: Luke Welsch Sr. Brand Manager: Mellie Lutz Brand Manager: Ana Sabarots Project Manager: Maggie Boler Production Head of Production: Kati Haberstock Senior Producer: Megan Ubovich Sr. Talent Manager, Business Affairs: Kourtney Luster Production Company: m ss ng p eces Director: JJ Adler DOP: David Feeney-Mosler Managing Partner: Brian Latt Head of Production: Rebecca Davis Editorial: Arcade Editor: Ali Mao Assistant Editor: Luke McIntosh Managing Partner: Damian Stevens Executive Producer: Crissy DeSimone Head of Production: Kirsten Thon-Webb Senior Producer: Alexa Atkin Finish/VFX: Timber Creative Dir’s / Partners: Jonah Hall & Kevin Lau Head of Production: Melody Alexander Producer: Seth Gantman, Emily Avoujageli Flame Artist: Chris DeCristo Flame Assist: Brack Hightchew, Brandon Harden Compositors: Michael Loney Design & Animation: Jon Lorenz, Zach Carnes Telecine: Company 3 Colorist: Jill Bogdanowicz Telecine Sr. Producer: Matt Moran Music: Manage This Media Music Supervisor & Music Licensing: Janet Billig Rich Mix/Sound Design: Lime Studios Mixer: Zac Fisher EP: Susie Boyajan

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Alaska Airlines Goes Back to Its Quirky Roots in New Campaign

Series of 15-second gems packs a playful punch

Doug Zanger

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