Launching the branding of their "Gotta Go Fares," Southwest Airlines called on its mummy. Cramer-Krasselt
, Chicago, raised the dead to emphasize its point that just about everyone will want to take advantage of the airline's fare sale. "We're competing with automobile travel and not traveling at all," said Don Brashears, senior VP, Cramer-Krasselt. "We're saying the fares are so low, you've just gotta go." The b&w campaign broke Oct. 22 in 25 spot markets with print support. The campaign includes network TV beginning Oct. 30 on "NFL Monday Night Football" and all ads run through Nov. 7. Media is handled by Camelot Communications, Dallas.