New Work: Southwest Airlines “Fare Play”

This football season, Southwest Airlines is introducing the “Fare Play” marketing campaign for all the Customers who have been wronged by other airlines for unreasonable fees and actions. Using experiential, TV, print, in-airport and online efforts, and voiceover by famed American Sportscaster Keith Jackson, Southwest will demonstrate how they make all the right calls when it comes to customer service, consistent low fares and not charging bag fees.


Agency:  GSD&M
Group Creative Directors: David Crawford, Bill Bayne, Bill Marceau
Art Director: Judd Oberly
Writer: Michael Page
Executive Producer: Jeff Johnson
Producer: Susan Lazarus
Prod Company: Epoch
Director: Michael Downing
Editor: Sam Sellis @ Beast
Photographer: Dave Mead
Art Buyer: Jessica Spruill
Account Service: Coley Platt, Amy Lyon, Tiffany Dixon, Jodi Bucciarelli
Marketplace Planning: Rene Huey-Lipton

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