What’s actually slowing this PC down?
Pick the symptom - the matching free tool is one click away.
Southwest’s Super Bowl ad “Boarding Royale” makes a joke of the airline’s former open-seating system while celebrating its move to assigned seats. The policy took effect January 27, 2026, ending a boarding practice that had defined Southwest for decades. Some passengers welcome the change; others miss the old system, though online comments cannot show how common either view is.
What is the Southwest Super Bowl ad about?
Southwest calls the spot “Boarding Royale.” The airline describes it as a humorous celebration of assigned seating that “clap[s] back to the days of open seating.” The campaign uses self-aware humor to turn the airline’s former boarding routine into part of the joke, while presenting the new model as a change for customers to embrace.
In its official announcement, Southwest said the ad would stream on Peacock during the Big Game and air on broadcast and local cable in Dallas, Austin, San Diego, Chicago, Denver, and Honolulu. The company credited Southwest, GSD&M, Spark, O Positive, and director Brian Billow. Its announcement does not give the spot’s runtime or a complete record of where it ultimately aired.
When did Southwest start assigning seats, and what changed?
Assigned seating began for Southwest flights on January 27, 2026. The former A/B/C boarding positions gave way to Groups 1 through 8, and seat selection is no longer determined by boarding order. The airline’s policy page explains the current arrangement.
#1 Best Overall
- Realistic airplane model: Officially licensed by Southwest with authentic, highly detailed markings and designs accurate to the real plane
- Airplane for ages 3+. This must-have for the young aviator enthusiast in your life. Includes a single toy plane with rolling wheels and authentic livery.
- Size: Plane model measures approximately 5.75 inches in length with a 5 inch wingspan, perfectly sized for easy display and handling
- Quality materials: Die-cast metal airplanes with plastic parts, no assembly required
- Let your imagination fly: Daron airplanes have brought smiles to kids and collectors since 1990 as America’s source of aviation-related collectibles and transportation themed toys
What a passenger can choose, and when, depends on fare and eligibility. Southwest’s fare descriptions distinguish Standard, Preferred, and Extra Legroom seats; loyalty status and Rapid Rewards card benefits may also affect access.
| Fare | Seat included or available | When selection or assignment happens |
|---|---|---|
| Basic | Standard seat | Southwest assigns a seat at check-in. |
| Choice | Standard seat selection | Selection is available at booking. |
| Choice Preferred | Preferred seat | Selection is available at booking. |
| Choice Extra | Extra Legroom seat | Selection is available at booking. |
These are the fare descriptions published by Southwest; seat availability and eligibility can vary with loyalty membership and Rapid Rewards card benefits. Extra Legroom seats have up to five additional inches of pitch on 737-700 aircraft, according to the airline, but pitch varies by aircraft type. A seat category or location is not a universal guarantee of the same experience on every plane.
Rank #2
- OFFICIALLY LICENSED SOUTHWEST AIRLINES PLAYSET – Features an authentic Southwest Airlines die-cast airplane with realistic airline markings, plus airport vehicles, traffic signs, and accessories for immersive airport adventures.
- COMPLETE 10-PIECE AIRPORT SET – Includes 1 die-cast model airplane, 2 toy vehicles, 2 construction cones, and 5 traffic signs to inspire creative storytelling and pretend airport operations.
- DURABLE DIE-CAST CONSTRUCTION – Built with a die-cast metal airplane and quality plastic parts for long-lasting durability while maintaining realistic aircraft details.
- ENCOURAGES IMAGINATIVE PLAY – Perfect for kids who love airplanes and airports, helping develop creativity, fine motor skills, and an interest in aviation through hands-on play.
- GREAT GIFT FOR YOUNG AVIATION FANS – Recommended for children ages 3 and up. An ideal gift for birthdays, holidays, travel lovers, and young airplane enthusiasts.
What about families traveling together?
For people on the same reservation, Southwest says it assigns a shared boarding group. When seats are limited, the airline says it will work to seat children age 12 and younger beside at least one adult. That is not a guarantee that every family will receive adjacent seats under every fare and availability condition. The airline’s family seating information sets out its approach.
Why did Southwest get rid of open seating?
Southwest has framed the change as a response to evolving customer preferences, including on longer flights. In a September 2024 investor release, the company said that 80% of its customers and 86% of potential customers preferred assigned seats, and that open seating was the top reason some surveyed customers chose competitors. Those are company-reported survey results; the materials do not provide enough methodological detail to treat the percentages as independently verified estimates of the broader population.
Recommended Free Tools
Rank #3
- Lights & Sounds Feature: Push the button on top to activate realistic jet sound effects and flashing LED lights—just like a real airplane! Kids love the interactive lights and sounds of the airplane toy experience.
- Pullback Action: Simply pull it back and watch it zoom forward in take-off position. A fun, hands-on pullback plane toy that keeps kids engaged for hours.
- Durable Build: Made from high-quality plastic parts for long-lasting play, safe handling, and lasting display value.
- Ready to Play: Batteries included for instant fun right out of the box—perfect airplane toys for kids ages 3 and up.
- Trusted Brand: Daron offers officially licensed airplane toys that capture the thrill of aviation, spark imagination, and make the perfect travel-themed gift for boys and girls.
The business case went beyond customer preference. Southwest said assigned and premium seats could broaden the airline’s appeal and add revenue per passenger. Those were the company’s rationale and expectations, not evidence by themselves that the strategy has produced those results. In the same context, CEO Bob Jordan said: “Although our unique open seating model has been a part of Southwest Airlines since our inception, our thoughtful and extensive research makes it clear this is the right choice—at the right time—for our Customers, our People, and our Shareholders.” That is the airline’s stated position.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Why are Southwest passengers divided over assigned seating?
The change replaces a distinctive system with a more familiar one: passengers who liked choosing a seat through boarding may see assigned seating as a loss of flexibility or identity, while those who prefer knowing their seat ahead of time may find the new setup more convenient. The trade-off also varies by fare: some travelers choose at booking, while Basic passengers receive an assignment at check-in.
Rank #4
- Officially licensed by Southwest . Features detailed die-cast vehicles and airplanes, delivering an ultra-realistic airport experience for aviation enthusiasts of all ages.
- Imaginative Airport Play – Authentic playset that inspires creative takeoffs, landings, and ground operations with interactive accessories.
- Sized for Play & Display – Easy for small hands to handle while detailed enough for aviation fans and collectors to display.
- Die-Cast & Plastic Construction – Durable die-cast airplanes and vehicles paired with sturdy plastic accessories for lasting play.
- Trusted Daron Quality – From Daron, a leader in aviation toys and collectibles, designed to inspire young aviation enthusiasts.
A Reddit discussion about the ad includes both criticism that Southwest is becoming more like other airlines and comments from people who found open boarding manageable or feel nostalgic for it. These are individual reactions, not a representative measure of customer opinion. No representative poll of reactions to this particular ad was identified. The Associated Press also described the operational transition from A/B/C positions to eight groups and the availability of paid Preferred or Extra Legroom options in its coverage of Southwest’s broader changes: AP’s report on the rollout.
Quick Recap
Best Value
- Purpose & Use – Perfect for collectors, aviation enthusiasts, or as a display piece, this snap-fit model assembles quickly without glue and includes a sturdy display stand
- Perfect Size – At 1/200 scale, the model measures approximately 13 inches long with a 12 ½-inch wingspan—large enough to impress while fitting neatly on shelves or desks
- Quality Materials – Made from durable solid injection-molded plastic for long-lasting quality, smooth finishes, and detailed realism
- Brand Excellence – From SkyMarks by Daron, a trusted leader in collectible aircraft models, delivering officially licensed replicas that celebrate modern aviation design and engineering
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
