Jetblue - Air On The Side Of Humaity

Jetblue - Air On The Side Of Humaity

Back in October 2013 we covered JetBlue’s ‘Air On The Side Of Humanity’ bid to set the airline apart from its competitors in a cross-media campaign that showed the plight of the ultimate frequent flier – the pigeon – in a documentary style video h that drew playful comparisons of how people are treated on other airlines today with the more respectful way that customers are treated on JetBlue.

The latest reprise of the campaign is a five-part video series titled ‘Shoo’s Bird’s Eye View.’ The mini videos (called ‘vignettes’) are designed to be viral adverts that are showcased on the airline’s social hub ‘Central Perch ’.

Starring ‘Shoo’ - a pigeon on the streets of New York - JetBlue collaborated with comedy website Funny Or Die, to produce the series of ‘branded vignettes.’ The first video spot started airing in early April and every week a new video is launched on the site, which is also available on the JetBlue YouTube channel .

According to JetBlue, the humorous campaign “delivers multi-media narratives from the perspective of a pigeon that draw playful comparisons on how people are treated by other carriers including cramped spaces, limited snacks, flying on someone else’s schedule and the feeling of being ignored.”

Whilst some spots, such as the very first week’s video has only received 10,000 views, Episode 4, titled ‘Going Viral ’ has done just that, receiving 290,000 views in just 6 days.