If you read the second one down on your link you would find...
About Southwest Airlines Wanna Get Away Sale TV Commercial, ‘I Am Fenwick’
Do you want to get away? Fenwick probably does. He’s a warrior in an army and the opposing side has just asked him to identify himself. Many of his brothers in arms identify themselves as “Fenwick” in an attempt to save him, but then a man comes up looking for Fenwick’s help to find his shield. The shield he’s holding has two vertical stripes on it but his, he says, has horizontal stripes. He could’ve just rotated his shield, but now Fenwick is going to have a hard time of it. Southwest Airlines is offering one-way flight deals during its Wanna Get Away Sale.
You can’t rotate a shield unless you change the straps.