is giving its customers many reasons to smile. The airline is going international for the first time in its 43-year history. Beginning July 1, Southwest will now
fly to Aruba, Nassau, Montego Bay, Punta Cana, Cabo San Lucas and Cancun from select cities. The launch TV spot features employees of Southwest Airlines staring sheepishly into the camera before
giving a big, excited smile. Turns out, each employee is sitting for his or her passport picture and readying for international flights. The campaign uses the new tagline: "Smile, Southwest is getting
its passport." See the ad here
, created by GSD&M
. CCI Camelot
in Dallas handled the media buy.