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

about the author

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.