So flying i the US these days is like being on a nutty Japanese game-show. Yeah, that seems about right.

"Southwest Airlines’ flier-friendly policies always win in the competition-themed “Challenge” ad campaign directed by biscuit filmworks’ Mike Maguire via GSD&M. Using relatable humor, each of the seven spots play like clips from an over-the-top, hypothetical hit game show, “The Business Travel Challenge,” and feature different obstacle course competitions to metaphorically represent the various challenges of flying.

In “Bags Fly Free,” two travelers compete to successfully check their luggage. The Southwest passenger leisurely strolls down the elevated walkway unobstructed and reaches the finish in no time, while a less fortunate airline traveler gets knocked off track by giant swinging dollar signs, literally getting hit with an unexpected baggage fee. "

Southwest Airlines “Challenge/Bags Fly Free,” “Challenge/No Change Fees,” “Challenge/Nonstop,” “Challenge/Boarding Process Two,” “Challenge/Rapid Rewards,” “Challenge/Open Seating,” “Challenge/Biz Select”

Production Company: biscuit filmworks
Director: Mike Maguire
Managing Director: Shawn Lacy
Executive Producer: Colleen O’Donnell
Producer: Pete Vitale
Production Designer: Bruce McCloskey
Director of Photography: Bryan Newman

Agency: GSD&M
Producer: Susan C. Lazarus
Creative Director/Writer: Bill Bayne
Creative Director/Art Director: Bill Marceau
Senior VP/Group Creative Director/Art Director: David Crawford
Account Supervisor: Jodi Bucciarelli
Account Manager: Sara Scott
VP/Account Director: Amy Lyon
VP/Account Director: Coley Platt
Business Affairs Manager: Danielle Ivicic

Digital Marketing: VML
Group Creative Director: Patrick Saunders
Senior Account Manager: Andy Pitts
Senior Producer: John Pace
Associate Creative Director/Copywriter: Matt Dorsett
Associate Creative Director: Travis Kleiner

Editorial Company: Optimus LA
Editor: Erin Nordstrom
Executive Producer: Therese Hunsberger

Post Company: 1080, Inc.
Producer: Aimee Robbins

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.