Viewers tuning in to Sunday’s National Football League telecasts may notice some new ads from Southwest Airlines. 

The low-cost giant is unveiling its new fall ad campaign, with the first spots appearing on the 1 p.m. NFL games broadcast Sunday by FOX, CBS and NBC. 

The new “Behind Every Seat is a Story” effort attempts to tell the carrier’s story as imagined by its passengers. It also pays service to the new state-of-the-art Boeing 737 MAX 8 jets that are to begin flying for the airline in October.

The “Vignette” spot that debuts Sunday shows a series of individuals going about their lives as a Southwest Airlines seat number hovers near them. Some in the ad are headed to performances or doctors appointments. Others are off to see loved ones. 

The company says its new series “showcases unique stories inspired by customers and their reasons for flying.”

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SOUTHWEST’S NEW AD: “Behind Every Seat is a Story: Vignette” (story continues below)

 

“At Southwest Airlines, our customers are the reason we fly,” Ryan Green, Southwest’s Chief Marketing Officer, says in a statement. “This campaign is an opportunity for us to remind the world that there is a personal reason someone chose to fly Southwest Airlines with our low fares, no hidden fees, and exceptional hospitality. We’re honored and pleased to tell stories inspired by the more than 115 million people who fly Southwest Airlines every year.”

For Southwest, the campaign is the latest take on its “Transfarency” marketing effort that began in 2015. That came along with the first update to the airline’s aircraft paint scheme since 2001. (Archives: Southwest Airlines zings competitors’ fees in new ads) Overall, Southwest’s “Transfarency” ads were meant to play up its status as the no-fee carrier – that its base fares do not come with add-on charges for baggage or change fees now that now are common at most other U.S. airlines.     

IN PHOTOSSouthwest unveils first new look since 2001 (story continues below)

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In 2016, Southwest updated its campaign by bringing back its comical “Wanna Get Away?” ads that first ran in 1998…