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. "