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:
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.
Client: Southwest Airlines
Executive Creative Director: Jay Russell
Creative Director/AD: Will Chau
Creative Director/Writer: David Parson
Executive Producer: Laura Busino
Print Producer: Ellen Hanrahan
Art Buyer: Marilyn Rose
Experience and Insights: Michael Dezso
Project Manager: Kanika Pendergrass
Production Company: Picture Farm
Director: Martin Schoeller
Executive Producer: Chris Bren
Producer: Candice Hoeflinger
Editorial Company: Beast
Editor: Sam Selis
Online: Jim Reed
Retoucher: Daniel Rodriguez
Audio: Digital Domain
Engineer: Chris Erlon
Producer: Kelly Cotter
Executive Producer: Michael Yessian
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