GSD&M Convinces Southwest Airlines to Show Us Its Pearly Whites

By Patrick Coffee 

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:

Austin Southwest

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.


Agency: GSD&M

Client: Southwest Airlines

Title: Smile



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

Music: Yessian

Composers: Michael Yessian and Mike Dragovic

Executive Producer: Michael Yessian