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A lot of airlines take the luxurious, picturesque approach to their advertising - but who has ever actually had a vacation like that? With this campaign, Spirit takes ownership of the fact that they're a cheaper, less-premium airline because when your vacation ends up being a dud, you can take solace in the fact that you didn't overpay to get there.
The campaign is capped off with an experiential aspect - a pop-up shop on a beach that is in the shape of a hollowed-out Spirit Airplane that operates as a lounge inside. The lounge is titled the "'Can This Be Over?' Cafe" and serves as an excuse to step away from that nightmare vacation.