GSD&M Sets up 'The Business Travel Challenge'
Southwest Airlines’ flier-friendly policies always win in the competition-themed ‘Challenge’ ad campaign, directed by biscuit filmworks’ Mike Maguire via GSD&M. Using relatable humour, each of the seven spots play like clips from an over-the-top, hypothetical hit game show, ‘The Business Travel Challenge’, and feature different obstacle course competitions to metaphorically represent the various challenges of flying.
In ‘Bags Fly Free’, two travellers compete to successfully check their luggage. The Southwest passenger leisurely strolls down the elevated walkway unobstructed and reaches the finish in no time, while a less fortunate airline traveller gets knocked off track by giant swinging dollar signs, literally getting hit with an unexpected baggage fee.
The campaign began airing in the US on September 5 and marks Southwest’s first collaboration with award-winning director Maguire. Additional spots will roll out over the next few weeks.
Credits
Production Company: biscuit filmworks
Director: Mike Maguire
Managing Director: Shawn Lacy
Executive Producer: Colleen O’Donnell
Producer: Pete Vitale
Production Designer: Bruce McCloskey
Director of Photography: Bryan Newman
Agency: GSD&M
Producer: Susan C. Lazarus
Creative Director/Writer: Bill Bayne
Creative Director/Art Director: Bill Marceau
Senior VP/Group Creative Director/Art Director: David Crawford
Account Supervisor: Jodi Bucciarelli
Account Manager: Sara Scott
VP/Account Director: Amy Lyon
VP/Account Director: Coley Platt
Business Affairs Manager: Danielle Ivicic
Digital Marketing: VML
Group Creative Director: Patrick Saunders
Senior Account Manager: Andy Pitts
Senior Producer: John Pace
Associate Creative Director/Copywriter: Matt Dorsett
Associate Creative Director: Travis Kleiner
Editorial Company: Optimus LA
Editor: Erin Nordstrom
Executive Producer: Therese Hunsberger
Post Company: 1080, Inc.
Producer: Aimee Robbins
