Fly the Branded Skies

Jingle: PSA “Catch Us!” (1976)

Catch us!

Listen: Pacific Southwest Airlines: “Catch Us”

Sometimes the jingles blur together. Most of them sound alike. Most of them say the same things — and they say very little. Fluff and puffery permeate most airline jingles. So I like this one, because its simplicity just works.

This jingle, the record’s cover helpfully reads, premiered on November 13, 1976 as part of a “concentrated 5-week blitz that will reach 98% of all adults in PSA’s market area an average of 16 times.” This intense media plan included 300 spots on MASH, Laverne and Shirley, Happy Days, Saturday Night at the Movies, Charlies Angels, Monday Night Football, and NFL and NCAA Football. Add to that 850 radio spots. I expect by the end of the media flight, a lot of Californians couldn’t get this song out of their heads.

I like this jingle for two reasons.

First, it sounds like California. Before deregulation, PSA flew only within California, and the state always formed a core part of the airline’s brand. After all, what other state would paint its planes pink and orange? I like that if you dropped all the vocals from this jingle, it would still sound like California. PSA owns this sound.

Second, it says something. PSA stood for cheap, frequent flights. In this campaign, and others that followed, the airline promotes frequency and friendliness above all else. It doesn’t show delicious meals; PSA didn’t serve any. It doesn’t proclaim great service; PSA offered only the bare minimum. But you could know for sure that whenever and wherever you wanted to go, a PSA jet could take you there with a smile.

In this jingle, PSA offers something rarely seen in airline advertising: a clear proposition.

If you like this jingle, you’ll find a vast and impressive collection of more PSA music on The PSA History Page.

Airline: Pacific Southwest Airlines
Title: “Catch Us”
Agency: Eisaman, Johns & Laws, Los Angeles
Written By: John A. Tartaglia (music and arrangement), Ronald L. Phillips (lyrics)
Sung by: Shelby Flint (lead vocal)
Year: 1976
Lyrics

(California!)

Hello, California.
When you’re ready to fly
we’ve got more planes
in the sky.
And when you’re rushed
won’t you leave it to us
‘Cause we make your time fly.

Hello, California.
P-S-A is our name.
Your skies are home
for our planes.
And every mile
we are wearing a smile
to help your spirits soar.

Catch us, P-S-A.
We’re waiting to hear from you.
Call us, P-S-A.
We’re saving a seat for you.

Instrumental bridge

Catch us, P-S-A.
We’ll make flying right for you.
Call us, P-S-A.
We’re waiting to hear from you.

Instrumental bridge

Catch us, P-S-A.
We’ll make flying right for you.
Call us, P-S-A.
We’re waiting to hear from you.

Catch us, P-S-A.
We’re saving a seat for you.
Catch us, P-S-A.
We’ll make flying right for you.
Call us, P-S-A.
We’re waiting to hear from you.

Fade out

Reactions

  • Noway

    This is in the top three hottest jingles/commercials from the 1970’s. The other two are from Sergio Valente and Jordache Jeans.