Southwest’s latest advertising push showcases the airline’s perks and how customers can leverage policies like free checked bags and flight credits that never expire.

One of their commercials features a couple extending their hotel stay, complete with a poolside celebration. As they take off their robes and gleefully slide into the pool with juice glasses raised like champagne, they proudly inform another couple that they changed their Southwest flight to stay an extra day without incurring any fees. The husband reassures that their kids won’t miss them, as they’re staying with their grandmother, affectionately referred to as “meemaw,” before shouting out loud “We’re in love, again!”.

The ad concludes with a voiceover highlighting the possibility for Southwest travelers to change their flight without a fee and adding the tagline “That’s a flex.”

In another spot, a man confidently exits his hotel onto the bustling street, his curly hair bouncing with each step. He shares with a woman at a crosswalk his secret to maintaining his locks – packing plenty of shampoo, made possible by Southwest’s complimentary checked bags policy.

To expand its reach among Gen Z and Millennial travelers, Southwest has partnered with influencers for social media promotion and tailored ads for specific local markets.