Southwest Rolls Out Humorous Ad Campaign During the Big Game, Poking Fun at Old Seating Model

Southwest Airlines is rolling out a new national ad called “Boarding Royale” during the Big Game, airing on NBCUniversal’s streaming service Peacock as well as on broadcast and local cable in six cities, including Dallas, Austin, San Diego, Chicago, Denver, and Honolulu. 

Photo: Southwest Airlines

The spot highlights the airline’s new assigned seating system, while playfully poking fun at the days of open seating. Fans of Southwest will recognize the brand’s signature humor and self-aware style.

Open seating has been a defining feature of Southwest for decades, helping the airline grow from a regional carrier into one of the largest in the US. With the move to assigned seating, the airline is adapting to modern travel needs while keeping the customer experience at the forefront.

“Southwest’s bold personality and humor have always been a part of what sets us apart,” the company said. “No matter the seat configuration, the legendary hospitality our customers expect remains unchanged.”

Companion Pass Promo Is Back

On February 2, 2026, the airline announced the return of its popular Companion Pass promotion for a limited time. The pass enables Rapid Rewards Members to "designate one person to fly with them for free every time the Member purchases or redeems points for a flight."

"We love offering Companion Pass because it allows Customers, new or long-time Rapid Rewards Members, access to the many benefits of our award-winning loyalty program." 

To qualify, Rapid Rewards Members need to:

• - Login and register for the promotion.
• - Purchase a one round-trip or two one-way qualifying flights on any fare from February 2 through February 5.
• - Travel by March 31, 2026.
• - Designate a companion to fly for free with them between August 10, 2026, and October 7, 2026.