Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?

Super Bowl

Southwest Airlines' Epic Super Bowl Spot Will Give You a Good Giggle

GSD&M teams with Anonymous Content’s Tim Godsall for latest in the 'Wanna Get Away' campaign

Southwest Airlines' Epic Super Bowl Spot Will Give You a Good Giggle

This Super Bowl Sunday, Southwest Airlines aired the newest “Wanna Get Away” campaign ad, “Surrender.” The commercial, which played during the Super Bowl pre-game show, was created by the airline’s lead creative agency, Austin-based GSD&M, and directed by Anonymous Content’s Tim Godsall. “

The new ad continues to support Southwest’s brand platform and philosophy, Transparency, in which Southwest customers are treated honestly and fairly, and low fares actually stay low—no unexpected bag fees, change fees or hidden fees.

A noticeable evolution from the original campaign is GSD&M’s and Southwest’s commitment to high concept. To bring a large scale, cinematic approach to “Wanna Get Away”, which is rooted in relatable human moments you want to escape from, the agency brought in DGA nominee, Tim Godsall, known for pushing performance-driven comedy to epic proportions. Said GSD&M SVP/Group Creative Director, Scott Brewer, “Tim used his deep understanding of our script, and his larger than life vision, to create a feature film in one minute.”

Humour and light-heartedness have always been intrinsic to Southwest’s spirit, from the brand’s marketing language to its heart-centred logo. But it was important to Godsall that the ad did not immediately appear to be a comedy spot. “The goal was to catch the viewer off guard a little bit, so they don’t necessarily see the joke coming,” said Godsall. 

Brewer also noted the crucial importance of casting intrinsically watchable actors for the creative to work. “We went through a lengthy casting process, as Tim was fastidious about finding the right people,” he said. “He knew that an enormous part of character development was making sure that we got believable actors.” 

Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Creative Agency

Creative Agency: GSD&M

Chief Creative Officer: Jay Russell

Group Creative Director: Scott Brewer, Ryan Carroll, Lara Bridger

Account Management: Meredith Nagel

Associate Creative Director: Dale Austin, Brandon Curl

Director of Production: Jack Epsteen

Account Supervisor: Blair Williams

Senior Producer: Alison Wagner

Business Affairs: Desiree Townsend

Executive Producer: Marianne Newton

Senior Account Director: Shawn Mackoff

Production Company

Production Company: Anonymous Content

Executive Producer: Eric Stern

Director: Tim Godsall

DOP: Darko Suvak

Producer: Paul Ure

Category: Airlines , Travel

Genre: Comedy , Scenic