GSD&M Brings Back ‘Wedding Season’ for Southwest Airlines

By Erik Oster 

Last October, GSD&M launched a popular campaign for Southwest Airlines, positioning the airline as the perfect partner for wedding season.

With wedding season now on the horizon, GSD&M has brought back the “Wedding Season” pitch with a new campaign of that title. Choosing not to mess with success, the approach is largely the same as last time in “Weddings 2.0.” The spot shows a woman (who appears to be the same actress as in the last spot) humorously dancing at a series of weddings. “Southwest is having a sale,” says the voiceover, “because wedding season is getting started.” It’s a simple yet effective way to show how Southwest can help those faced with an overwhelming gauntlet of weddings to attend save a little bit of cash. The spot debuts tonight during March Madness broadcasts and will run nationally through May on CBS and Turner Networks, with supporting social media initiatives launching in the coming weeks.


“Southwest is an airline that knows exactly who they are – an airline with a heart,” Jay Russell, chief creative officer at GSD&M, said in a statement. “This campaign brings that heart to life and celebrates the employees and legendary low fares that grew the company.”


Agency: GSD&M

Client: Southwest Airlines

Title: Weddings 2.0

Launch Date: 3/26

President: Marianne Malina

Chief Creative Officer: Jay Russell

Sr. VP/Group Creative Director: Brent Ladd

Group Creative Director: Lara Bridger

Creative Director/AD: Nikki Baker, Tim Eger

Creative Director/Writer: Leslie Shaffer, Tom Hamling

SVP Production: Jack Epsteen

Executive Producer: Marianne Newton

Senior Producer: Natalie Lum Freedman

Business Affairs: J.J. Gaines

Account Leadership: Adrienne Walpole, Amy Lyon, Kate Rutkowski

Project Management: Elizabeth Stelling

Experience and Insights: Jennifer Billiot

Production Company: Smuggler

Director: Jun Diaz

Producer: Alex Waite

Editorial Company: Beast Editorial

Editor: Sam Selis

Graphics: Beast

VFX Supervisor: – NA

VFX/Online: Jim Reed

Audio: Pony Sound

Engineer: Corey Roberts

Music Supervision:  Hum Music

Music: Apache – Jump On It/The Sugarhill Gang licensed from Rich Clique Entertainment, Inc.; Poison/Bel Biv Devoe licensed from Universal Music Group; Funky Cold Medina/Tone Loc licensed from The Bicycle Music Company; Get Down Tonight/KC and the Sunshine Band licensed from Warner Music Group.