GSD&M/Idea City-Southwest campaign

Being from a city with a huge United and American Airlines presence (Chicago), these were the only two airlines I would ever consider flying on. However, it was these hilarious, yet informative, commercials from GSD&M that made me even consider flying Southwest. Through various spots, GSM&M does a great job highlighting various features showing how the product can directly help the consumer: business travel, affordable flights, direct flights, and most importantly, no hidden fees. Commercial airline travel is often a cluttered category, where advertising can often be dull and lack a serious message, yet Southwest shifts its brand to a fun-loving, easy going flight. Most importantly, however, the message remains consistent, that by flying Southwest you are getting an honest and affordable airline. And of course, the tagline reflects that, "fees don't fly with us".