Alaska Airlines has a new add campaign where they compare themselves to the fictional Sky High Airlines. The message is that Alaska cares, and its competitors like “Sky High” do not.

Sky High’s take on lost luggage is especially good. For example,

At SkyHigh, we don’t like to think of your missing luggage as being “lost.” Rather, that it has embarked on an exciting journey all its own.

And

Some people call it “lost luggage.” But we like to say, “if you love something, set it free. If it comes back, well, that’s pretty good.”