Today Austin’s GSD&M released a sunny new spot for client Southwest Airlines in order to promote its just-announced vacation destinations.
The “just got our passport” theme stems from the fact that Southwest will begin flying to spots outside the continental U.S. for the first time in its more-than-40-year history on July 1st.
The agency enlisted award-winning photographer Martin Schoeller, a celebrity portraitist whose subjects include various film stars and regular guys with wives and kids, to direct the spot–hence its focus on confessional close-ups of the people who have a good time helping you get to where you’re going.
The campaign, which will run in several key markets, also includes a print feature, online banners and out-of-home spots like this one:
Southwest’s new hot spots will include Aruba, Nassau, Montego Bay, Punta Cana, Cabo San Lucas and Cancun. Add a few more polysyllabic islands and the world’s greatest party all but throws itself.
Client: Southwest Airlines
Executive Creative Director: Jay Russell
Group Creative Directors: Lara Bridger, Brent Ladd
Creative Director/AD: Will Chau
Creative Director/Writer: David Parson
Executive Producer: Laura Busino
Print Producer: Ellen Hanrahan
Art Buyer: Marilyn Rose
Business Affairs: Danielle Ivicic, Laurie Pascoe
Account Service: Coley Platt, Amy Lyon, Kate Rutkowski, Lauren Bradshaw
Experience and Insights: Michael Dezso
Project Manager: Kanika Pendergrass
Studio: Liz Hamel and Alex Roka
Production Company: Picture Farm
Director: Martin Schoeller
Executive Producer: Chris Bren
Producer: Candice Hoeflinger
Editorial Company: Beast
Editor: Sam Selis
Online: Jim Reed
Telecine: Mike Pethel, CO3
Retoucher: Daniel Rodriguez
Audio: Digital Domain
Engineer: Chris Erlon
Producer: Kelly Cotter
Composers: Michael Yessian and Mike Dragovic
Executive Producer: Michael Yessian