Agency: GSD&M
Client: Southwest
Date: Sep 2017
Your Vote
Overall Rating
Opps, please vote again
195 votes

No-frills air carrier Southwest is introducing a new campaign inspired by the reasons why customers fly the airline, and it breaks the mold of what you might think of your seatmate. The campaign, ‘Behind Every Seat is a Story, Behind Every Story is the Reason for Transfarency’ tells the real stories behind the airline’s passengers.

The campaign kicks off with the ad, 'Vignette,' during the Sunday football games. Other spots, ‘New Parents,’ ‘Coach,’ and ‘Grandma,’ highlight the emotional reasons Southwest’s customers travel. From wanting to break your mom out of a nursing home and take her to Belize, to catching a direct flight only to come home with the most precious cargo, a newly adopted baby girl, the campaign brings to life that behind every seat is a story. The creative shines a light on Southwest as the brand with compassion and an understanding for its Customer’s needs; all the reasons that have made Southwest the obvious choice for travel since day one.


Agency: GSD&M

Chief Creative Officer: Jay Russell

Group Creative Directors: Ryan Carroll, Scott Brewer

Creative Directors: Ross Aboud, Ryan Martindale

Associate Creative Directors: James Hoke, Rusty Broome

Art Director: Ryan Warner

Writer: Chase Stevens, Justin Han

Director of Production: Jack Epsteen

Senior Producer: Becky Carrel

Account Service: VP, Group Account Director – Shawn Mackoff

Account Director – Amy Lyon

Account Supervisor – Blair Williams

Account Executive – Russell Debes

Strategy: Andrew Teagle, Chief Strategy Officer

Elena Claro, Sr. Strategist

Whitney Wofford, Sr. Strategist

Jonathan Hart, VP Decision Sciences

Chelsea Davis, Associate Director Social Media

Business Affairs Manager: Desiree Townsend

Project Manager: Elizabeth Stelling

Digital Production:

· VP, Executive Producer: Jefferson Burruss

· Senior Digital Producer: Cee Ng

Experience Design:

Derek Dollahite, Director of Experience

Mark Snow, Creative Director

Maria D’Amato, Associate Creative Director

Alex Lang, Art Director

Kim Faulkner, Lead Developer

David Zwickerhill, Associate Director, Analytics


Account Supervisor: Audrey Henderson

Account Executive: Meredith Nagel

Digital Production and Animation: Superhero Cheesecake

Social Video Post Production:

Agency: AV

Editor: Jacob Stern

Account: Marie Graw, Russell Debes

Sr. Producer: Becky Carrel/Alison Wagner

Producer: Spencer Gilliam

Associate Producers: Karla Macias/Mystie Pineda

Photography Print Development:

Art Buyer: Jessica Henry

Print Producer: Leigh Ann Proctor

Account Supervisor – Marie Graw, Patty Liendo

Account Executive – Meredith Nagel


Prod Company: Community Films

Director: Seth Gordon

Editor: Cabin – Chan Hatcher

Stylist: Anna Herrington

MUSIC: Shindig