Frontier Airlines: Best Kept Secret - Ad Analysis

This Frontier Airlines spot from 2013 is a textbook example of how to leverage a strong, existing brand platform to launch a hyper-local initiative. At a time when Frontier was establishing itself at smaller, alternative airports, this ad for Trenton-Mercer Airport (TTN) perfectly encapsulates the strategy. The brand's core creative asset—the talking animals on the plane tails—is deployed not for a grand brand statement, but for a charmingly simple, tactical purpose.

The core insight is that for many travelers, the stress, cost, and chaos of a major airport hub is a significant pain point. The ad cleverly reframes the choice to fly from a smaller airport like Trenton not as a compromise, but as a smart, exclusive secret. It taps into the desire for a hassle-free experience, positioning 'no crowds' and 'affordable parking' on par with 'low fares'. This speaks directly to a specific customer mindset, one that prioritizes ease over the perceived prestige or vast destination list of a mega-airport.

The execution follows a simple Setup-Turn-Payoff structure. The Setup is the initial conversation between the animals, establishing the premise that Trenton is a 'best kept secret'. This immediately piques the interest of the local viewer who may not even know commercial flights were an option. The Turn is delivered by the smug Lynx, who points out the obvious: 'We're on the air.' This meta-joke, acknowledging that an advertisement is by definition not a secret, is the comedic heart of the spot. The Payoff is the direct address to the audience: the secret is now yours to enjoy. The on-screen graphics reinforce the three key benefits (Low Fares, Affordable Parking, No lines) before driving to a clear call-to-action.

The debrief for the team that made this would be positive. They successfully translated a strategic business pivot—activating a secondary airport—into a simple, on-brand creative message. The ad proves that a brand's most recognizable creative elements can be flexible enough to work for both national brand-building and targeted, local retail messaging. It’s a reminder that sometimes the most effective advertising isn't about changing the world, but about solving a customer's problem in a way that feels clever and personal.