Jet Blue Sports Leather to Regain Respect


Royale leaps to the aid of JWT, whose "Happy Jetting" campaign for Jet Blue has been poorly received -- and not - just - by - us.

"Jetting" is set to ELO's Mr. Blue Sky and has a poppy feel-good Target vibe -- except, you know, more blue. It's also jam-packed with effortful Jet Blue-isms like "Jetting is decked out in leather," "Jetting means business," "Jetting isn't flying," and "Jetting thinks you deserve a snack."

Aww, Jet Blue gave us a coooookie.

''Oftentimes extruded type can feel too cartoony, so we were careful to find the right balance," said Royale CD Jayson Whitmore, who perhaps didn't see the spot's final draft, because yeah -- the whole thing is desperately cheesed-out. But given the lameness of the "Happy Jetting" campaign ("Thanks for not flying on Jet Blue"?! Way to set yourself up for backlash), Royale's team didn't really have much to work with.

Wise words from Margaret Thatcher, adapted for modern use: Jetting's a lot like being a lady. If you have to tell people you are, you aren't.

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JetBlue is one of those companies that can do whatever they want via their advertising, because they have already won me over. I have never had an iota of a bad experience with them at an average of about 5 flights per year. Everyone is super friendly. The flights are comfortable, because I can always get an exit row seat, online booking is simple, their reward system is so easy to follow. To top that I once screwed up and booked the wrong day only to discover it when I couldn't check my bag. The staff member at the counter says "No problem. It happens all the time. Where would you like to sit?". This is in sharp contrast to Delta, who wouldn't let me upgrade to first class even though I had a gagillion miles and/or was willing to pay if necessary, all because the flight was booked through Expedia. Knowing that JetBlue could run a re-creation of the scene in "Red Dawn" where everyone drinks the freshly killed deer's blood and I'd still happily fly them.

Posted by: MSGiro on June 30, 2008 2:38 PM

the worst part is that the print/ooh ads don't even make sense. "JetBlue shows you some love" with 2 guys watering a plant? Come on, you can do better than that.

Thankfully, their crappy ads won't change my already glowing perception of how they interact with customers at every other touchpoint (airport staff, online, twitter, phone, etc.). They are far ahead of every other airline (and most other brands in general) when it comes to actually helping customers.

Posted by: Dan on June 30, 2008 3:01 PM

I get a kick out of the double takes that the OOH campaigns dmgus's Andy and completely seperate efforts of Kinetic in the OOH space get daily in midtown...and yes, I agree, some of it so silly it's a scream.

Posted by: arthur on June 30, 2008 4:36 PM