• by Fern Siegel , October 21, 2024

Tombras' first work for Spirit Airlines has taken flight. It was named the brand's AOR this summer.

Frankie Muniz, best known for his role in "Malcolm in the Middle," stars in the new work #NotInTheMiddle. Spirit’s new spot promotes the option of a window or aisle seat with a guaranteed blocked middle seat. It also allows one checked and one carry-on bag, priority boarding, a snack and a nonalcoholic beverage.

In the spot, Muniz exclaims: “I’m not in the middle!”

The ad will be distributed across Spirit’s social media and other digital channels.

Rana Ghosh, SVP-Chief Transformation Officer at Spirit Airlines, said: "This creative is part of our continued investment in telling our story and generating more awareness about the great products and value that Spirit offers."

Through Oct. 25, the airline is also inviting travelers to enter for a chance to win a free seat. Spirit is giving away 10 pairs of Go Comfy tickets in a limited-time, social-media push. Participants can enter the #NotInTheMiddle giveaway by following @spiritairlineson Instagram.

Last week, Spirit announced the launch of its daily, nonstop service from Birmingham-Shuttlesworth International Airport (BHM) to Fort Lauderdale-Hollywood International Airport (FLL).

In July, the agency won the creative AOR assignment for several of Kellanova's brands, including Nutrigrain, MorningStar Farms, Club Crackers, Town House and Toasteds. Tombras' roster also includes Sweethearts, Zaxby and Hotels.com.