Jim Copacino, developed a string of commercials that pointed out the differences between the other carriers and the personal service on Alaska While the ads were fun and frivolous, they had a strong strategic underpinning. Alaska, as a young airline, was beginning its expansion into Southern California and Arizona. It was a fresh upstart and was offering a better product – better food, newer airplanes and friendly, caring employees. The ads showed how, at Alaska, things were different. And the a