'Middle seat gets the armrests': Lufthansa goes viral with witty travel etiquette slogan collection

German airline Lufthansa has captured the internet's attention with their "Travel Etiquette" collection of apparel. The quirky shirts, bags and hats feature tongue-in-cheek slogans encouraging air travel etiquette. The collection, while not yet available for purchase, is gaining popularity on social media.

The most divisive slogan, "Middle seat gets the armrests," is printed on a sweatshirt sleeve. The logic behind the slogan is explained in the article: the window seat allows for reclining, the aisle seat provides easy access to the drinks cart, and the middle seat claims both armrests. Such a straightforward solution to a common problem has resonated with many.

Lufthansa's campaign follows in the footsteps of other airlines embracing humor to promote their brands. Emirates is known for its April Fool's Day pranks, including a proposal for a luxury 380-story residential tower and a wedding on a cruise ship. They have also turned retired A380 aircraft into furniture and retail items. British Airways joined the trend with a brief, witty safety briefing video encouraging passengers to mute group chats, choose a pre-flight drink and relax in their seats.

While airlines use humor to connect with customers, they also emphasize the importance of proper etiquette in-flight. KLM's "Travel Well" campaign, for example, reminds passengers that travel is about more than just reaching a destination. Dutch airline promotes the idea that flying is about the journey and the moments experienced along the way.