Southwest is back to bagging on its competitors for luggage fees in GSD&M's new campaign, "Good Cop Bag Cop," with spots running pretty heavily during NFL games. The ads, with their 1970s crime-movie vibe, are quite a bit more clever than the first round of "Bags Fly Free." If you're wondering, the $120 that's consistently mentioned throughout the spots is what you'd pay to check two bags roundtrip on United and American. (Southwest is nice enough not to point out that those same competitors usually charge an astronomical $100 each way for a third checked bag. Yowch.) See one new ad below, and three more after the jump.