Southwest Airlines has kicked off a new phase in its “That’s a Big Flex” campaign by teaming up with the iconic Chicago eatery Mr. Beef.
For one day only, they offered a Southwest Combo menu item, allowing customers to not only enjoy a classic Italian Beef sandwich but also receive 10,000 Rapid Rewards Points—covering their next Southwest flight, completely free.
This creative activation, dreamed up by long-time agency GSD&M alongside production company ArtClass, drew on the brand’s commitment to flexibility and was directed by Ryan Ebner, who sought to capture Chicagoans’ unique blend of Midwestern charm and confidence. Watch below:
As part of the larger “Big Flex” campaign, launched in April, Southwest aims to emphasize its customer-friendly policies, like free checked bags and no change fees. The campaign spotlights the flexible benefits Southwest provides, paired with vibrant Chicago visuals across social media, online video (OLV), Uber, and out-of-home placements.
Ebner says of the campaign, “Real Chicagoans are charming folks who aren’t afraid to let their Midwestern nice freak flag fly a bit. They exude the confidence to flex with the self-awareness that comes from unbridled positivity. They embody the optimism we only experience when everything is going our way – this was naturally the perfect framing for the flexibility every traveller gets when they fly Southwest. Celebrating these ordinary wins is baked into the Chicagoan sparkle we put at the centre of these spots.”
“We’ve been helping Chicagoans fly for nearly 40 years; the city is important to the Southwest network,” noted Julia Melle, Southwest Airlines director of brand and content. “Given our history here, we wanted to show up like a local, have some fun with some of the quirks and characteristics of the city, and remind Chicagoans that Southwest offers the most freedom and flexibility to fly whether out of O’Hare or Midway.”
“For the campaign, we leaned into the city of Chicago and some of its unique traits, passion points, and notable landmarks as insight and inspiration,” added Bill Bayne, group creative director, GSD&M. “We treated the city like a character in all the scripts and made sure we delivered real Chicago performances to make sure we showed up authentically.”
The campaign is airing across multiple platforms, creating a blend of both regional pride and Southwest’s broad appeal.
CREDITS:
BRAND: Southwest Airlines
AGENCY: GSD&M
- Chief Creative Officer: Jay Russell
- Executive Creative Director: Maria D’Amato
- Group Creative Director: Bill Bayne
- Creative Director: Ross Aboud
- Associate Creative Directors: Jonathan Main, Brandon Bennett
- Writers: Blake Stephens, Cole Walsh
- Art Director: Mara Gutierezz
- Social Director: Randy Romero
- Content Producers: Erin Porkell, Izzy Keiser
- Executive Producer: Erika McKay
- Producer: Kelly Grant
- Print Producer: Helena Abbing
- Group Account Director: Amy Lyons
- Account Supervisors: Nic Giron, Jamie Santos
- Account Managers: Kelsey Cameron, Harper Graf
- Business Affairs Manager: Donna Schoch-Spana
- Project Manager: Kangsan Kim
- Strategy Director: CJ Holce
- Strategist: Kelly Franklin
PRODUCTION COMPANY: ArtClass
- Director: Ryan Ebner
- Managing Director: Kirsten Arongino
- Managing Partner: Geno Imbriale
- Executive Producer: Logan Gilmore
- Head of Production: Sparkle Jones
- Producers: Olivia Possino, Kevin Schroeder
POST / VFX: Cut+Run US
- Executive Producer: Bebe Baldwin
- Producer: Jacklyn Sandoval-Roman
- Editor: Andrea Mendoza
- Edit Assistant: Ryan Vaughn
POST / VFX: Finland
- Colourist: Nick Smith
- Producer: Blaire Woodall
POST / VFX: Jogger Studios
- Head of Production: Diana Cheng
- Producer: Karisa Callahan
- Flame Lead: Andy Brown
MUSIC/SOUND: Howdy Sound
- Sound Engineer: Dusty Albertz
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