US Creative Work of the Week: Embarrassing moments spur last-minute vacations in this campaign for Southwest
Embarrassing moments suck, but a new Southwest Airlines campaign might convince you that there is indeed a light at the end of the humiliation tunnel.
Southwest has brought back its ‘Wanna Get Away’ tagline after a nine-year hiatus in a campaign created by GSD&M to show people that embarrassing situations can be escaped easily with Southwest’s low fares.
The centerpiece of the campaign is a 30-second TV spot called ‘Secret Identity,’ which has been voted by readers as US Creative Work of the Week. In the ad, a news anchor is seen interviewing a high-profile anonymous source who must sit in the dark during the interview in order to conceal his identity. A few seconds after the live interview begins, a clueless staffer walks into the room and switches the lights on to offer up the news team some coffee, revealing the source’s identity.
On social, Southwest is asking people to share their most embarrassing moments with the hashtag #WannaGetAway for a chance to win an all-expenses-paid vacation to an island off the coast of Belize.
"'Wanna Get Away’ was created in a time when social media basically didn’t exist, but it’s an incredibly social idea," said Lara Bridger, group creative director at GSD&M, in a statement. "So we absolutely wanted to take advantage of that today by encouraging people to share their ‘Wanna Get Away’ moments. Needing to ‘get away’ is a great human truth, so we’re bringing it to life.”
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