During the Big Game, Alaska Airlines announced its newest localized Super Bowl spot: “Welcome to Alaska Airlines,” inviting travelers to explore the world with the 4th U.S. Global Airline.
Created in partnership with its agency of record, Mekanism, the work highlights Alaska Airlines’ new global routes and its lie-flat suites on the new Alaska 787 aircraft. The use of AI allows us to create more spots, so we can fill a very targeted media plan. We have specific spots for Seattle, Portland, San Diego all focused on the destinations that matter in those markets.
Set to the upbeat track “Walking on a Dream” by Empire of the Sun, the campaign transports viewers to different global dreamscapes, blending CG and AI to fuel imagination and the excitement of travel. Kicking off with two :30 spots live at the center of the campaign, all an invitation to explore destinations in a personal and cinematic way.
Alaska Airlines and Mekanism will be updating the campaign throughout the year to feature top-of-mind travel moments. For quick, reactionary moments, they will leverage Mekanism’s AI Superstudio to update on a moment’s notice. The first :30 spot follows a woman in the Alaska Airlines suite, transitioning into a dreamy version of Rome and London. She experiences a dream-like tea spread reminiscent of London before seeing oversized gelato and landmarks that remind her of Rome. The journey ends with her savoring an ice cream sundae in her lie-flat suite.
The second follows another young traveler departing San Diego nonstop to the destinations she has been dreaming of. The film moves through her dreams in the clouds, showing towering icons like the Statue of Liberty in New York City, the snowy slopes of Colorado, and the vibrant colors of Mexico, capturing the thrill of exploration.
The campaign went live across broadcast, linear, social, out-of-home, digital display, airing regionally across the West Coast and Hawaii during the Super Bowl.
