Challenge: Airline advertising often focuses on low fares, destinations, and the travel experience, making brands difficult to distinguish in a crowded category. How can Frontier communicate what makes its approach to air travel meaningfully different?

Insight: People hate hidden fees and unexpected costs. When they make choices about what they want, they expect the price to reflect those choices rather than paying for things they never asked for.

Idea: Frontier shows the absurdity of paying for unnecessary travel extras by comparing its unbundled approach to the everyday ways people avoid paying for things they don't want.