JetBlue Airways, an American low-cost airline, launched new advertising campaign on Friday with the tag-line – You Above All. “You Above All” means JetBlue’s “commitment to putting people first that was founded on the company’s original and ongoing mission to bring humanity back to air travel,” – said in airline press release.
The campaign, the first that JetBlue has developed in partnership with its new advertising and media agency Mullen in Boston (which replaced JWT New York in May), features a comprehensive mix of media including online, , in-flight, print, outdoor and social media. Instead of television commercials, there are offbeat video clips, which run on Hulu, Vevo and YouTube and other Web sites.
These online videos features a series of hidden camera scenarios called “Ground Rules!”. The videos show real people in real situations being deprived of basic services they’ve come to expect. At the end of each spot, a statement appears on the screen that reads, “If you won’t take it on the ground, don’t take it in the air.” Watch the funny videos below:
Glass Half Full
In this video, an actor playing a pushcart vendor gives customers only half a can of soda, in a reminder that JetBlue offers passengers full cans, and other snacks, free.
“The Local” video shows an actor playing an elevator operator presses all the buttons in the car so it stops at every floor, in a reminder that JetBlue flights are nonstop.
“Cab Jam“ video shows the passengers in taxi that holds legs up in cannonball position like in flights without extra legroom, in a reminder that in JetBlue are the most legroom in coach.
Taken For a Ride
In this video actor playing taxi cab driver try to charge passengers $25 for each bag placed in their trunks, in a reminder that the first checked bag on JetBlue is still free.
The print and out-of-home piece of the campaign will start to appear all around Boston in the next few weeks. JetBlue also take advantage of so-called “Monster Media” technology in Boston, Los Angeles and New York. These interactive billboards respond to the motion of consumers passing by them, to create an animated experience which literally places consumers in the airline’s advertising.
Advertising Agency: Mullen, Boston, USA
Managing Partner, Director of Account Service: Alex Leikikh
SVP, Group Account Director: Michael Craig
Account Supervisor: Jess Zdenek
Senior Account Executive: Michelle Feeley
Account Executive: Laura Tubbs
Assistant Account Executive: Laura Lozano
SVP, Director of Digital Media: Julie Coulton
Media Supervisor: Marissa Maltese Curcuru
Media Planner: Allan Apjohn
Associate Director Digital Media: Katie Thompson
Senior Digital Media Planner: Tracy Barahona
Digital Media Supervisor: Maureen Mangan
Digital Media Planner: Nick Holmes
Assistant Digital Media Planner: Maddy Reavey
EVP, Director of Strategic Analytics: Dinesh Gopinath
VP, Strategic Analytics: Sarah Hing
Senior Strategic Analysts: Gina Sverdlov, Dan Goldstein
Managing Partner, Executive Creative Director: Mark Wenneker
SVP, Group Creative Directors: Tim Vaccarino, Dave Weist
SVP, Digital Creation: Jamie Ferreira
VP, Associate Creative Director: Jesse Blatz
VP, Creative Media Integration: Dustin Johnson
Senior Art Directors: Brian Leech, Scott Slagsvol, Tim O’Malley
Associate Creative Director : Ted Jendrysik
Senior Copywriter: Allison Rude
Copywriter: Adam Hook
Junior Copywriter: Elena Romeu
VP,Digiral Production Manager: Steve Haroutunian
Junior Flash Developer: Joe Tomaino
Senito Production Manager: Kristine Ring
Project Management Supervisor: Christina Baran
Senior Project Manager: Meghan Ingram
Interactive producer: Cindy Kao
SVP, Director of Digital Production: Christian Madden
VP, Computer Graphics & Studio Manager: Bob Hunter
Senior Computer Artists: Terri Loomer, Nick Minieri, Julie Sforza
Freelance Computer Artist: Bill Noble
Account Director, Public Relations/Social Influence: Kalley Jolly
Senior Account Executive: Jaclyn Bailey
Social Strategist: Stuart Foster
SVP, Executive Director Integrated Production: Liza Near
SVP, Executive Producer: Zeke Bowman
Producer / Editorial: Jamee Sheehy
VP, Senior Video Editor: Jess Pearson
Assistant Editor: Maura McGrath
Animator: Robyn Rhodes
Production Company: Smuggler