GSD&M, Southwest Visit American Landmarks

DALLAS The new “Backyard” television spot created by Omnicom Group’s GSD&M for Southwest Airlines represents a departure from previous themes, the agency said.

Scheduled to break during this weekend’s National Football League playoff broadcasts, the commercial shows families participating in typical backyard activities at familiar national landmarks as a folksy tune plays on the soundtrack. At the Grand Canyon, children play on a trampoline while their parents sit at a table shaded by an umbrella. At the U.S. Capitol building, a mom sits in a folding chair as her two kids play beside her. In San Francisco, a family has a barbecue on a cable car. In St. Louis, a child rides a swing suspended from the Gateway Arch.

As the shots conclude, the voiceover says, “With more Southwest Airline flights to more places than ever before, America is your backyard.”

Previous spots have used “You’re now free to move about the country” as a tagline. Recurring themes in those humorous spots were “Want to get away?” and “It must be football season.”

Facing aggressive competition from Jet Blue and other discount carriers, Southwest is focusing on its advantage in the number of destinations served, a GSD&M representative said.