Do you know the way to San Jose? Ad agency GSD&M, Austin, Texas, certainly does, and its creatives have mapped out a humorous route on behalf of client Southwest Airlines.
In this spot that debuted on air last month, an airplane is nearly filled with people. A female flight attendant utters that all-too-familiar request, "At this time, we’d like to ask everyone to switch off all electronic devices and put away all laptop computers."
Another shot of the plane’s passengers reveals that each and every one has a laptop. Dutifully obeying instructions, they’re shutting down the power on their computers and lowering their monitor screens.
A simple super overlaying the action explains it all: "San Jose." For techno head residents of Silicon Valley, clearly laptop computers are essential to any travel kit—exceeding Dramamine, chewing gum and a good book in importance. An additional line is then added to the super: "Liberated 1993." This marks the year that Southwest starting servicing the San Jose area.
Dominic Murphy of bicoastal/international Partizan directed "Laptop." His Partizan support team included executive producer Sheila Stepanek and producer Johnie Frankel. DP was Simon Chaudoir.
The GSD&M creative contingent consisted of group creative directors Brent Ladd and Steve Miller, creative director Mark Ray, copywriters Chad Berry and Ray Longoria, art director Bryan Edwards and freelance producer Kristin Loudis.
The spot was edited by Doug Walker of FilmCore, San Francisco. Walker and then-FilmCore colleague Angelo Valencia (of FilmCore division Green) were online editors. (Valencia has since joined 501 Post, Austin.) Colorist was Steve Rodriguez of Company 3, Santa Monica. Audio mixer was John Bolen of Eleven, Santa Monica. Alex Theory of San Francisco-based Hank Smith Music served as composer.
"Laptop" is part of a Murphy-helmed campaign. Each spot picks up on a trait indigenous to one city, and ends with a second super: "Southwest Airlines/30 years of freedom." For example, "Bad Hair Day" shows a succession of people with mussed-up hair, walking up to an airline ticket counter. The woman behind the counter looks a bit puzzled as she helps one follicle-challenged customer after another. Paying homage to the Windy City, the super reads: "Chicago. Liberated 1985." And "Learning the Ropes" shows one passenger after another deplaning and glad-handing the people waiting in the terminal, as if campaigning for votes. This delegation of passengers is clearly from Washington, D.C.
