Spirit Airlines: Will the new ad strategy help?

Spirit Rebranding Will Spirit Airlines new ad strategy help with customer perceptions and drive more sales?

Came across this article about Spirit Airline's new ad strategy. It was timely, as I was just chatting with a co-worker about her recent experience on Spirit on the way to Florida:

“I could barely fit in my seat, and I’m not a big woman, I had to pay to take a bag on the plane and I had to pay for a glass of water."  She was not happy.

Would her expectations have been set if she'd seen these new ads? Will Spirit succeed at seeking out the right customers who are willing to deal with the "Less money. More go." and will this new strategy meet their goals?