United Throws Shade At Southwest, Fails

United Airlines is targeting Southwest Airlines with its newest ad campaign, but it just comes across as desperate. I would like to point out that I called United's last ad campaign targeting Southwest brilliant.

United attacks Southwest’s boarding process

Southwest is known for doing things a bit differently than other US airlines. Passengers can board based on the order in which they check in. If you want to be sure you can get an aisle or window seat, you shouldn't be in the last group.

The ad campaign is dedicated to making fun of Southwest. In markets where Southwest is competing with United, this will be promoted a lot.

The URL notgroupc.com has been set up by United and they are giving Southwest Courte-C calls to those booked on Southwest. The idea is that United will call you 24 hours before your Southwest flight to remind you to check-in. The automated voice will tell you what to do.

“Hello, United Airlines here, reminding you to check in for your Southwest flight, so you don’t end up in boarding group C. For your next flight, think about giving United a fly. We let you choose your seat in advance.”

The United's notgroupc.com website is listed below.

Why United is way off with its ad campaign

Good shade in the airline industry is something I enjoy. I love the company's social media because of the amount of sarcasm.

United is far off with this campaign. How do we start?

• United claims it also has no change fees… right, unless you’re in basic economy, and never mind that United’s vouchers expire (unlike Southwest’s) even if you have a ticket with no change fees
• United lets you “choose your seat in advance,” unless you’re in basic economy, and then on top of that the airline also charges extra to assign many non-extra legroom economy seats; just last week I paid $18 extra to assign a standard window seat on a ticket I booked for someone
• I love how United advertises in this context how it has lie-flat seats, and then the small print says “lie-flat seats only available on select long-haul flights;” c’mon United, are you trying to poach Southwest passengers traveling to Des Moines or Delhi?
• Southwest offers two free checked bags to all passengers, while United doesn’t offer any on most domestic routes, and basic economy passengers don’t even get a full size carry-on included with their ticket

I am all for airlines marketing their advantages and being shady about it. How about United marketing how it has an impressive global route network? It is absurd to suggest that domestic travelers are better off with United than Southwest.

When I fly United first class as a non-premier 1K or Global Services member, I feel like I am in group C. Six groups of passengers are called to board before first class at United. As an economy passenger on United, it doesn't matter how you feel.

Executives at Southwest should be flattered by this ad.

Bottom line

In its latest ad campaign, United Airlines criticized Southwest Airlines for its boarding process, and offered to call Southwest passengers to remind them to check in the next day.

This ad falls flat if you ask me. Promoting how you have lie flat seats on long haul flights where Southwest doesn't compete, or how you don't have change fees, or how you let customers pick their seats in advance.

What do you think about United's ads against Southwest?