Alaska Airlines invites travelers to explore the world in a new campaign
During the Big Game, Alaska Airlines announced its newest localized Super Bowl spot: “Welcome to Alaska Airlines.”
Created in collaboration with the record agency Mekanism, the work reveals Alaska Airlines’ new global routes and the fold-out suites on the new Alaska 787 aircraft. The use of AI allows us to create more locations to execute a highly targeted media plan. We have specific locations in Seattle, Portland, and San Diego, all of which focus on destinations that are important to these markets.
Set to the upbeat song “Walking on a Dream” by Empire of the Sun, the campaign transports viewers to different dreamscapes around the world, combining computer graphics and artificial intelligence to ignite the imagination and excitement of travel. The campaign kicks off with two 30-minute live performances that invite you to explore travel destinations in a personal and cinematic way.
Alaska Airlines and Mekanism will update the campaign throughout the year, capturing key travel moments. For short, reactive moments, they will use Mekanism’s AI superstudio to provide instant updates.
The “First:30” ad follows a woman in an Alaska Airlines suite who is transformed into a dreamy version of Rome and London. She enjoys a dreamy tea reminiscent of London, and then sees large ice cream cones and landmarks reminiscent of Rome. The journey ends with her enjoying an ice cream dessert on her bedroom rollaway bed.
The second film follows another young traveler on a non-stop journey from San Diego to her dream destinations. The film chronicles her dreams in the clouds, showcasing such majestic icons as the Statue of Liberty in New York, the snowy slopes of Colorado, and the vibrant colors of Mexico, conveying the thrill of exploration.
The campaign ran live across broadcast, linear, social, outdoor, and digital display formats, regionally on the West Coast and in Hawaii during the Super Bowl.
Credits:
All images courtesy of Mekanism and Alaska Airlines.
