Agency: GSD&M, Austin, Texas
Market: CEOs, corporate travel managers
Quick chase: Testimonials are a great way to back up the promise of a reward. Southwest Airlines puts a human face on the promise in the form of John Faircloth, owner of a Chicago painting company, who describes how the airline's low fares, wealth of destinations and frequent service have allowed his operation to spread its wings. The key to a testimonial is credibility. Faircloth, with a paint roller slung over his shoulder, looks like the real deal. And the copy sounds like something a painting contractor might actually say.
Clue: There's not a fleck of paint on him. Rank has its privileges.