GSD&M has done a lot of great work for Southwest Airlines, especially in the television medium. I chose this simple print ad because it gives a good impression of the client as well as the overall work that GSD&M does for them. The reason I love what they produce for the airline is because the work is true to what Southwest stands for; it is a company based on satisfying their customers and giving them the best possible experience. Southwest is one of GSD&M's oldest clients- they've been together 30 years- and it's no reason they haven't broken the partnership. The ad doesn't make you think an airline, but Southwest is not your typical airline. The groovy 70's theme pays homage to San Francisco, the city for which it is advertising while its happy, colorful artwork reminds you that Southwest is a company that puts "luv" first- in trying to bring families together as quickly and efficiently as possible. As the agency indicates, they took "Southwest out of the airline business and put them into the freedom business." And today, Southwest is the largest domestic carrier as well as the most consistently profitable airline in history.
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