A couple of weeks 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. 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.

In their official press release, Marty St. George, JetBlue's senior vice president of marketing and commercial strategy said, "This campaign is meant to encourage travelers to pause and consider the type of experience they want and deserve while flying." I think they have accomplished their goal. Also, what is so wonderful about this airline is that their own people truly understand and believe in their mission, vision and value proposition. 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. Don't skimp on production values-it has to be quality film direction.

If you want to see this spot yourself just click on the YouTube link below:

http://www.youtube.com/watch?v=BvWgLJSQtoM 

Let's keep the dialogue going and please share your opinion with me. Tell me why you think it works or doesn't work.