• Home
  • Reviews
    • Flight Reviews
    • Hotel Reviews
    • Lounge Reviews
    • Trip Reports
  • About
    • Press
  • Contact
  • Privacy
  • Award Expert
Live and Let's Fly
  • Home
  • Reviews
    • Flight Reviews
    • Hotel Reviews
    • Lounge Reviews
    • Trip Reports
  • About
    • Press
  • Contact
  • Privacy
  • Award Expert
Home » United Airlines » United Airlines Targets Southwest Airlines In Super Bowl Ad
United Airlines

United Airlines Targets Southwest Airlines In Super Bowl Ad

Matthew Klint Posted onFebruary 8, 2023November 13, 2023 15 Comments

a child peeking through bars of luggage

United Airlines will be running a special Super Bowl ad this year in two Colorado markets, seeking to (not so) subtly draw a distinction between its operations and those of its competitors at Denver International Airport, especially Southwest Airlines.

United Airlines 2023 Super Bowl Ad

When bad weather struck at Denver the week before Christmas, Southwest Airlines imploded and United Airlines did not, even though United arguably had a far more fragile operation (with regional jets and a vast network of flights to other weather-prone parts of the country).

It later emerged that Southwest’s outmoded crew scheduling software was the main cause (even if weather was the catalyst), which United internally sees as validation for the millions of dollars it has spent in updating its technology in the preceding years. But it was more than that. As United has rebounded from the pandemic, its operations have been more nimble, with extra aircraft and crews ready to step up when the weather or other forces of nature do not cooperate. No one can reasonably accuse United of stretching its operations too thin.

Josh Earnest, United’s Chief Communications Officer, put it this way:

“Same weather. Same airport. But a very different outcome for customers flying on United.”

Beyond the headline-grabbing meltdown of its primary competitor at Denver, United has managed to post better numbers than its peers including Southwest. Fewer cancellations. Fewer delays.

To remind customers of this fact, United will run a 30-second Super Bowl ad in the Denver and Colorado Springs markets that tells us a simple story: United got you home for the holidays.

Live And Let’s Fly previewed the Super Bowl ad, which you can watch below:

I love this ad. I believe the message will resonate with many travelers, especially Southwest travelers who may have spent Christmas unwillingly separated from their families. It is so simple, yet so profoundly asserts that United can be trusted. And all things considered over the last few years, United can be trusted when it comes to operations.

But a nice ad is not the end of the story.

While United can stake its high position now, it must carefully guard it. After all, if something as minuscule as the handling of David Dao on a regional flight could bring the airline down, United–despite its impressive technological investment–is not immune to problems of its own (indeed, I encountered some last week on a beautiful, clear day).

CONCLUSION

I think it’s appropriate to stop and recognize all the work that has been done, applauding United’s human and capital expenditures that have led it to a stronger position than many of its peers. But all airlines are fragile and this glorious victory lap can quickly turn into a walk of shame. At the same time, I don’t want to overanalyze this very poignant 30-second ad. It makes a powerful point and no one can take that away from United. Overall, I love it.

What do you think of United’s 2023 Super Bowl ad for the Denver area?

Get Daily Updates

Join our mailing list for a daily summary of posts! We never sell your info.

You have Successfully Subscribed!

Previous Article I Got Waterboarded At A Turkish Bath In Jordan
Next Article American Airlines Flight Attendants Fear “Voluntary” Onboard Safety Audit

About Author

Matthew Klint

Matthew is an avid traveler who calls Los Angeles home. Each year he travels more than 200,000 miles by air and has visited more than 135 countries. Working both in the aviation industry and as a travel consultant, Matthew has been featured in major media outlets around the world and uses his Live and Let's Fly blog to share the latest news in the airline industry, commentary on frequent flyer programs, and detailed reports of his worldwide travel.

Related Posts

  • DFW United Intoxicated Passenger

    United Passenger Claims She’s Sober, Then Tries To Bite Police Officer At DFW

    May 26, 2025
  • United Airlines Memorial Day 2025

    United Airlines CEO Calls United States “The Greatest Country In The History Of The Planet”

    May 26, 2025
  • United Flight Attendants Tentative Deal

    At Long Last, United Airlines Reaches Tentative Labor Deal With Flight Attendants

    May 24, 2025

15 Comments

  1. Dave Edwards Reply
    February 8, 2023 at 8:12 am

    Simple rule of business…..When your competitor is drowning, shove a hose down his throat.

    I love what United is doing here, they made their point without acknowledging a lessor company like SW. Yet most know exactly what the point of the ad is.

  2. Starbucks Man Reply
    February 8, 2023 at 8:44 am

    United has been quietly (and sometimes openly and cheesily) roasting Southwest at DIA for years. Southwest was a basic go-to for local business travelers with their flexibility and pricing, but United has massively eaten into this. With their regional network, pricing tiers, sophisticated app, IROP’s support (including advanced passenger routing software at hubs), etc., United has really made huge inroads. It’s impressive (even though they have crap food).

  3. Mark D Reply
    February 8, 2023 at 9:23 am

    Southwest didn’t even exist as a denver base a few short years ago. Now it is their largest base, and united has been freaking out every since. Jumping on a competitor while they’re down is plucking some low hanging fruit. But the flying public has a short memory and sw will fix their problems and come back stronger. Nothing to see here.

    • William J Belmonte Jr Reply
      February 12, 2023 at 11:32 pm

      HAHAHAHAHAHHA

  4. Arthur Reply
    February 8, 2023 at 10:27 am

    Great commercial, and exactly my experience. I was flying DC to Houston a few days before Christmas. I made it on UA, even though they had to rebook me from a cancelled direct flight to a connection, and I arrived only 2 hours later than I would have. Admittedly, I got downgraded and one bag went missing for a few days, but if I had had tickets on Southwest, I would not have had Christmas with my family.

  5. john Reply
    February 8, 2023 at 10:33 am

    Good commercial, but this will become mute when United has a future pr disaster.

    United loves to tip-toe around having the worst basic econ restrictions, bag fees, spotty wifi, crj-200’s, and 30′ pitch.

    • Dave Reply
      February 9, 2023 at 8:49 am

      United is offloading many CRJ200s to AA, their legroom is better than AA’s due to how their seats are designed, and other airlines, especially their direct rivals, have bag fees too.

  6. Exit Row Seat Reply
    February 8, 2023 at 10:39 am

    If I remember correctly, UA was in deep, deep s**t just a few years ago. Their screw up caused a fundamental change in the practice of bumping customers in the US.
    If SW is to prosper, it needs to learn from its shortfalls. The old days of growth on the cheap are over and needs to mature somewhat. Also, SW is the 4th largest in the US and overlaps at all the major hubs. If in doubt, look at the swarm of SW PAX making a connection at ALT….and yet it claims to be a direct flight airline…not!! Software can provide the greatest leverage for an airline and most businesses. IF SW is to prosper, it needs to stop obsessing over dividends and stock buybacks, and “PAY THE TWO DOLLARS” and write new code.

  7. AJ Reply
    February 8, 2023 at 1:52 pm

    All airlines are fragile—this is key to remember—especially in winter and summer thunderstorms.

  8. Jan Reply
    February 8, 2023 at 4:40 pm

    You know what would have been more awesome? If their tag is their CEO on camera saying “We are the best airline this side of the asteroid belt.”
    So much more impactful than petty WN putdowns.

    • LOL Reply
      February 8, 2023 at 5:14 pm

      LOL

    • Gravelly Point Guy Reply
      February 8, 2023 at 7:41 pm

      ROTFL!!

  9. Dave Reply
    February 9, 2023 at 8:50 am

    When they introduced NEXT in 2021, they also had a chance to call out AA

  10. Fred Reply
    February 13, 2023 at 7:23 pm

    In this economy why would you fly united or the other greedy airlines they might get you there but at what cost baggage fees and make you pay for a seat

    • Dale Wethered, CPP Reply
      February 14, 2023 at 11:55 am

      Southwest also charges you for bags. They just hide it inside the ticket price. On the infrequent occasions I have had to modify a reservation, United has either not charged a fee or has waived it. I avoid CattleCar Air (Southwest) if at all possible.

Leave a Reply

Cancel reply

Search

Hot Deals for May

Note: Please see my Advertiser Disclosure

Capital One Venture X Business Card
Earn 150,000 Miles Sign Up Bonus
Chase Sapphire Preferred® Card
Earn 100,000 Points
Capital One Venture X Rewards Credit Card
Capital One Venture X Rewards Credit Card
Earn 75,000 Miles!
Capital One Venture Rewards Credit Card
Capital One Venture Rewards Credit Card
Earn 75,000 Miles
Chase Ink Business Unlimited® Credit Card
Earn $750 Cash Back
The Business Platinum Card® from American Express
The Business Platinum Card® from American Express
Earn 120,000 Membership Reward® Points

Recent Posts

  • a inside of a plane with lights
    Review: Korean Air 747-8 First Class May 27, 2025
  • a screen on a plane
    My Highly Productive Daytime Flight To London On JetBlue May 27, 2025
  • Southwest Airlines Checked Bags
    Suicide: Southwest Airlines Eliminates Free Checked Baggage May 27, 2025
  • Spring Break JetBlue SAS
    Booked! A Transatlantic Getaway On JetBlue + SAS May 26, 2025

Categories

Popular Posts

  • United Airlines Polaris Lounge Chicago Review
    Review: United Polaris Lounge Chicago (ORD) May 1, 2025
  • United Airlines Refresh Polaris Lounge Chicago
    First Look: United Airlines Reopens Renovated Polaris Lounge In Chicago (ORD) April 29, 2025
  • a hand holding a blue card
    Chase Sapphire Preferred 100K Bonus Offer Ending Soon May 2, 2025
  • Aegean Airlines Feast
    A Feast Fit For A King On Aegean Airlines May 23, 2025

Archives

May 2025
M T W T F S S
 1234
567891011
12131415161718
19202122232425
262728293031  
« Apr    

As seen on:

facebook twitter instagram rss
Privacy Policy © Live and Let's Fly All Rights Reserved. Unauthorized use and/or duplication of this material without express and written permission from this site’s author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Live and Let's Fly with appropriate and specific directions to the original content.