Jet Blue "Taken for a Ride"

Like a lot of smart advertising, new online videos for JetBlue (via the Mullen agency) say as much about the customer as they do about the brand. Taking a shot at competing airlines’ predilection for imposing exorbitant checked-luggage charges, the video shown here features taxicab passengers who are told by the cabbie that they must pay $25 for having put suitcases in the trunk. It all leads up a recurring theme line in the campaign, “If you wouldn’t take it on the ground, don’t take it in the air.”