How do you create an emotional connection with a city largely indifferent to airline preference? You tap into Portland's fierce loyalty to their soccer team in their inaugural MLS season. As official jersey-sponsor of the Portland Timbers, we demonstrated Alaska Airlines' superior customer service by creating a series of TV spots with a hypothetical 'Worker Exchange Program'. The hilight of these spots features the Timbers' frank-talking Scottish head-coach and a line of dedicated, do-whatever–it-takes Alaska Airlines employees.