Advertising Review: Southwest Airlines

Southwest Airlines has recently began airing "The Business Travel Challenge" advertisement series that spoofs the competition show Wipeout. You can see the ads on YouTube. What makes these ads seemingly successful are the following things:

• Established idea - The tv show Wipeout is currently in its sixth season and the majority of tv-watching Americans likely know what the premise is, even if they've never watched the show.
• Highlights features - Southwest Airlines highlighted what sets them apart from their competitors (bag fees, blackout dates, etc.)
• Funny element - Many times, funny equals memorable, which is exactly what you want with advertising. 

Now I said earlier "seemingly successful." The success of the campaign will ultimately be decided upon what Southwest Airlines' goals are. Increased sales? Increased brand recognition? Whatever the goals, they'll be tracking those against a timeline. Take a lesson from Southwest Airlines to build upon an established and recognized idea to create a memorable ad or marketing piece as part of a well-planned marketing campaign.