Southwest thumbs its nose at the recession

Southwest Airlines is done living in the past! Its new ads tell people to get their bags, because "it's on." Normally, "it" can't be "on" unless someone gets served first. But Southwest marketing bigwig Dave Ridley ignores that and encourages travelers to "put the challenges and difficulties of the past year behind and get going." In other words, don't let your dire financial straits prevent you from taking an ill-advised long-distance vacation. It's convenient that they're suddenly casting financial concerns to the wind, as these new ads replace the "No hidden fees" spots, which would be less effective now that Southwest has just introduced new fees of its own, for pets and unaccompanied minors.