Alaska Airlines closed out Super Bowl LX by looking far beyond the game itself. During the Big Game, the carrier debuted “Welcome to Alaska Airlines,” a new localized campaign created with its agency of record, Mekanism, designed to spotlight Alaska’s growing global footprint and premium onboard experience as the fourth U.S. global airline.
The work introduces viewers to Alaska Airlines’ new international routes and its lie-flat suites aboard the new Alaska 787 aircraft, while also signaling a smarter, more targeted approach to Super Bowl advertising. Using AI as a creative accelerator, Alaska and Mekanism produced multiple market-specific versions of the campaign, tailoring spots for cities like Seattle, Portland, and San Diego based on the destinations most relevant to each audience.
Set to Empire of the Sun’s Walking on a Dream, the campaign leans into a cinematic, dream-logic aesthetic, blending CG and AI to transform travel inspiration into surreal visual storytelling. Two 30-second spots anchor the launch, both built as invitations to imagine travel in a deeply personal way.
The first film follows a woman relaxing in an Alaska Airlines lie-flat suite as her journey dissolves into a dreamlike version of Europe. London tea spreads, oversized gelato, and iconic Roman landmarks swirl together before the fantasy resolves back onboard, where she enjoys an ice cream sundae mid-flight. Watch below:
The second spot tracks a young traveler departing San Diego nonstop, drifting through cloud-borne visions of New York City, Colorado’s snowy peaks, and the vibrant colors of Mexico, capturing the anticipation of long-dreamed-of destinations.
“2026 is a transformational year for Alaska Airlines. We’re launching a new service to Rome and London from our Seattle global gateway on board our 787 Dreamliner. We’re increasing service for our guests with the most nonstop destinations from San Diego. And we’re fueling this growth with industry-leading products, including our new global loyalty program Atmos Rewards. This campaign is meant to inspire travel in a way that is creative and bold,” said Eric Edge, VP of Brand and Marketing at Alaska Airlines.
From the agency side, the emphasis was on flexibility and relevance. “We wanted to create a world that not only gets people excited about travel, but reflects cultural and travel trends in the markets we’re focused on,” said Rob Kleckner, Group Creative Director at Mekanism. “I love this campaign because it can keep evolving, blending real people and products with a dream-like world we can refresh at the speed of culture.”
Beyond Super Bowl Sunday, the campaign is designed to evolve. Alaska Airlines and Mekanism plan to refresh creative throughout the year to align with seasonal travel moments, using Mekanism’s AI Superstudio to quickly adapt and deploy new content in response to culture and demand.
The campaign rolled out across broadcast, linear TV, social, digital, and out-of-home, airing regionally across the West Coast and Hawaii during the Super Bowl, marking a fitting, forward-looking finale to Alaska Airlines’ Big Game moment, and a reminder that the future of Super Bowl advertising may be just as much about precision and imagination as spectacle.
CREDITS:
BRAND: Alaska Airlines
AGENCY: Mekanism
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