Southwest Airlines’ New Super Bowl Ad Celebrates Assigned Seating Amid Passenger Division

Southwest Airlines will debut a new ad called “Boarding Royale” during the Super Bowl on February 8, 2026. It will stream in a national ad spot on Peacock and air on local cable channels in six markets: Dallas, Austin, San Diego, Chicago, Denver, and Honolulu. The carrier developed the new ad in partnership with its longtime agency, GSD&M.