Casting A great idea can’t recover from bad casting. When casting, we need amazing actors. Not just good-looking ones, but ones with enormous skill, subtlety, and depth. We need actors who are up to the task of re-creating life moments in a natural and vulnerable way. They must have an energy and boldness about them—a presence on the screen. Like Southwest, they are confident and approachable. Similarly, when casting Employees, these same dynamic attributes must come through. As always, Employees should be interesting and charismatic. There should be a positive energy about them. An obvious honesty. Truth moves people. And a real, honest approach is not only a more modern depiction of life, but it’s the key to evoking an emotional response. Aspirational Relatable Genuine Approachable Soulful Charismatic Advertising Style Guide Southwest Airlines Brand Style Guide | 151