Southwest Airlines Promotes Controversial Decision in Super Bowl Ad

Southwest Airlines began implementing its new assigned seating policy last week. Announced last year, the model is a major shift from the airline's decades-long first-come, first-served seating arrangement.

The decision to eliminate open seating was a controversial one. Since being put into practice, assigned seating has earned both positive and negative reviews.

In its new Super Bowl ad, Southwest promotes assigned seating while poking fun at its previous policy.

'Boarding Royale' will air during Sunday's game

The full 60-second spot, which can be viewed above, follows various customers trekking through the woods and racing to avoid obstacles and beat their fellow passengers to the plane in order to secure a prime seat.

"That was wild," the ad declares, ending with a man and woman relaxing in their seats and the declaration "Assigned Seating is here."

"While open seating played a huge role in Southwest’s history and helped it grow from a regional carrier into one of the largest airlines in America, the new assigned seating policy positions the airline for the future and addresses Customers' needs," Southwest said in a press release. "Southwest’s bold personality and humor have always been unique in the industry, and no matter the seat configuration, the legendary Hospitality that Customers expect at Southwest remains.

How does Southwest's new assigned seating work?

Instead of its customary A/B/C open seating method, Southwest's assigned seating is now a numbered system, featuring two alternating lanes and a digital screen saying which groups are up.

Pre-boarding is available for passengers who need assistance, as well as active-duty military personnel.

After that, the order is as follows:

• Groups 1-2: A-List Preferred, Choice Extra fare, Extra Legroom seat purchase or upgrade (including A-List Members who upgrade at no additional cost to ELR seats within 48 hours prior to departure, when available)
• Groups 3-5: A-List and Choice Preferred fare, plus Rapid Rewards® Credit Cardmembers who did not receive an earlier boarding group will also board in Group 5
• Groups 6-8: Choice fare and Basic fare who did not receive an earlier boarding group

Customers can purchase priority boarding beginning 24 hours before a flight, provided slots are available.

"Our customers want more choice and greater control over their travel experience," said Tony Rouch, Southwest's executive vice president of customer and brand, in a previous statement. "Assigned seating unlocks new opportunities for our customers – including the ability to select Extra Legroom seats – and removes the uncertainty of not knowing where they will sit in the cabin. This is an important step in our evolution, and we’re excited to pair these enhancements with our legendary customer service."