Moses Anshell Spells Out Benefits of America West

Moses Anshell’s latest work for America West Airlines uses a bare-bones approach to poke fun at the competition’s travel restrictions.

A 30-second TV spot opens with the text, “The fine print from America West Airlines.” Small white type then fills the black screen, as upbeat, progressive rock music plays.

The type size is blown up in four places to tout business fares that are reduced by 50-75 percent, no extra costs to fly standby on the same day, no Saturday night stay required, and unused tickets that retain their value after departure. The tagline is, “Lower fares. Fewer restrictions. Is that fine with you?”

Those two selling points have been the focus of ads from the Phoenix shop since the summer, said agency president and chief creative officer Louie Moses. “Everyone is cutting back services and their offerings and trying to be competitive,” he said, adding that a lot of the lower-fare deals on other airlines carry restrictions such as blackout dates. “This spot is making fun of that. We want you to read our fine print.”

Moses said the shop produced the ad for about $5,000 due to budget constraints. But he said the text-only concept fit well with the theme of reading the fine print.

This is the first Moses Anshell TV ad for America West that will air nationally, Moses said. It will break later this month during Phoenix Suns basketball games. A 15-second version will air Jan. 3 during the Tostitos Fiesta Bowl, college football’s national championship game.

The campaign targets business travelers and also includes print, radio and direct mail components. Spending was undisclosed. America West spent more than $9 million on ads in 2001 and more than $4 million through August of 2002, per CMR.

Client representatives did not return calls seeking comment.

Moses Anshell won the America West account in April. Its work has supported a new fare structure that the Phoenix-based carrier introduced in March.

In addition to Moses, the creative team included art director Lee Deforrest and copywriter William Krumwiede. The music was created by Big U Music in Phoenix.