'Above It All' Defines FlexJet

“Above it all” is the theme of Boone & Oakley’s first campaign for Bombardier FlexJet.

The print ads, which broke last week in The Wall Street Journal, are highly emotional, depicting ephemeral black-and-white photographs of sleek corporate jets.

“We were asked to define the brand essence of FlexJet,” said David Oakley, co-creative director of the Charlotte, N.C., agency. “We felt it was taking ownership of the ultimate corporate experience. ‘Above it all’ sums that up.”

Copy like “The sky less traveled” and “Landing is such sweet sorrow” drive the imagery home, along with the benefits of owning a Learjet at a fraction of the cost.

The Dallas-based client, a unit of Bombardier Business Aircraft of Montreal, touts “fractional ownership.”