Southwest woos business travelers with TV spot

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Dallas--Southwest Airlines is beginning to air a TV spot promoting the airline’s announcement that it is courting business travelers by capping last-minute fares at $299 each way.

The humorous 30-second spot, which was created by Southwest’s agency of record, GSD&M, Dallas, is called “MacGregor.”

The ad shows a group of business people gathering for a conference call with an associate named MacGregor. When they place the call, however, MacGregor’s voicemail picks up. The people gathered for the conference all groan, but they immediately perk up when they realize MacGregor is about to walk into the conference room.

The tagline “Business travel is back” then appears on the screen.

--Sean Callahan

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