JetBlue’s Birds Eye View of Customer Experiences

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.