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TBWA\Chiat\Day's first brand image ad for Southwest Airlines since winning the assignment way back in July 2012 feels big, yet also down to earth.
The bigness—a change of tone for a carrier known for its more playful side—comes in the form of a series of trailing shots of a pilot, a basketball player, a ballerina and a corporate executive, each about to enter his or her given "arena"—be it a court, dance floor or boardroom. But just as you think, "Oh man, here comes another over-the-top paean to an industry rife with problems," the imagery softens to include a surfer, a farmer and baby standing.
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