Returning to profitability and assuming the position as the only major airline still fiscally healthy, American Airlines is set to launch a new ad campaign the airline hopes will cast a renewed positive brand identification among consumers. It will leave behind the somber, subdued, price-focused advertising it has of late and go for a more emotional, contemporary sell. One of the ads closes with "It's not just a seat on a flight to a place - it's a seat on a flight to your life." Also changing is the airlines tagline. "Something special in the air" will be dropped for "We know why you fly." But do they? Why are consumer rushing to Jet Blue and Song?