A couple of years ago JetBlue launched a brilliant new ad campaign called “Air on the Side of Humanity”. They ingeniously use pigeons as a transposed metaphor for frequent flyers who are challenged by business travel and crowded flights. Believe me, I can relate to JetBlue’s birds eye view.
The spot shows crowded skies full of pigeons while an off-camera narrator says “the reality of flying is not very pretty”. It’s a royal headache and a major inconvenience”. They show crowded jostled pigeons on a building ledge lined up single file facing the camera while the narrator says, “They pack you in there, you hardly have any space for yourself. Hey, I’m a big guy and I need some room to breathe”.
As the narrator continues talking about the future situation being bleak the camera focuses on a man’s legs sitting on a park bench throwing crumbs to pigeons on the sidewalk as the narrator says, “They throw you crumbs and act as if it’s a 5-course meal”. Next, they show a lonely pigeon on a busy pedestrian sidewalk as people walk around ignoring a confused bird as the narrator says, “I feel completely ignored”.
Then the narrator asks the question, “There’s gotta be a way to fly with a little respect, you know?” Then they cut to a different voiceover announcer which says, “Enjoy JetBlue’s award-winning service, free unlimited snacks, and the most legroom in coach.” BRILLIANT! The spot was produced by Mullen Advertising in Boston.
What I love about the spot is that it takes a customer experience perspective that no doubt was derived through deep customer insights. As a frequent flyer myself I was able to relate to the spot on multiple levels. I can just imagine what the creative brainstorming session must’ve looked like. It probably went something like this… Let’s find a metaphor for flying; got it pigeons. Put them in crowded lines and jostled frustrating situation; got it – crowded skies of birds flapping their wings.
Demonstrate the food is not very good; got it – throw some crumbs. And show how nobody cares about the passenger, got it – show bird on a crowded sidewalk alone being ignored. Then ask the question, there has to be a better way; the answer from JetBlue is – Air on the side of humanity! Simple and easy.
Like Southwest Airlines, and unlike most others, JetBlue’s employees behave and have the right attitude to deliver on a premium positive flying experience at a lower cost. I can honestly say that I almost look forward to flying on JetBlue than most other airlines. For me, the flying experience on others is generally a hassle.
So what can advertisers learn from this spot? Keep it simple – don’t over-dramatize with outrageous production. Work hard to get insights from the customer experience perspective. Use fun metaphorical situations that people can relate to.