Southwest Airlines
The Assigned Seat Reset
360 Campaign
2025/2026
The first airline to celebrate being last to something.
Introducing a 360° campaign that treated a boarding policy announcement like a cultural moment.
We led with humor and honesty, making fun of ourselves and acknowledging the absurdity of treating a standard industry feature as a major innovation.
A Super Bowl spot doubled down, parodying Southwest's old seating chaos with real customer complaints—turning the brand's vulnerability into its greatest strength.
Made at GSD&M
GCD:
Bill Bayne
CD:
Jonathan Main
/Brandon Bennett Brandon Curl
/Dale Austin
ACD:
Lauren Doerr
/Mark Fuentebella
CW/AD:
Blake Stephens
/Kaitlyn Peterson
Content Creator:
Grayson Smith
Producer:
Erika McKay
/Chelle McDonald
Director:
Brian Billow
Production Co.:
O-Positive
Edit:
Cut + Run