MullenLowe Reaches Across the Aisle for JetBlue

By Erik Oster 

MullenLowe launched a new online spot for JetBlue entitled “Reach Across the Aisle,” making the brand the latest to play on politics in its advertising.

The spot documents an on-flight stunt which sees passengers being asked to “reach across the aisle” to win a free trip to a destination of their choice. The catch? They have to reach a unanimous decision on the destination. First up, passengers vote on whether to fly domestic or international, with the international flight eventually winning out. They then try to convince each other of a final destination, and manage to come to a consensus, supposedly teaching viewers that “when people compromise and come together, all parties can win.” After watching the video, Mitch McConnel recanted his promise to lead GOP obstruction of any Supreme Court Justice nominee proposed by the president while Hillary Clinton complimented Donald Trump‘s hair and Bernie Sanders joined Goldman Sachs CEO Lloyd Blankfein in a performance of “This Land is Your Land.”

“JetBlue is one of those brands that is very comfortable being involved with the bigger conversation,” MullenLowe executive creative director Tim Vaccarino told Adweek. “This being one of the most polarizing political climates in history, we saw an opportunity to make a comment about what’s truly possible when we all work together.”

“We’ve seen so much news coverage lately that paints the picture of a society becoming increasingly polarized and politicians incapable of working together,” added JetBlue director of brand marketing and advertising Elizabeth Windram. “This video is our way of questioning that assumption.”


JetBlue: Reach Across The Aisle
Client: JetBlue Airways
Agency: MullenLowe and Mediahub
VP, Marketing: Jamie Perry
Manager, Regional Marketing & Consumer Promotions: Tara Carson
Manager, Brand Advertising & Content: Phil Ma
Director, Corporate Communications: Doug McGraw
Manager, Corporate Communications: Morgan Johnston
Consumer Promotions Analyst: Jaclyn Costantino
Chief Creative Officer: Mark Wenneker
Executive Creative Director: Tim Vaccarino
Executive Creative Director: Dave Weist
Senior Art Director: Ryan Montgomery
Senior Copywriter: Tim Bildsten
Senior Art Director: Jay Spahr
Senior Copywriter: Nick Olish
Executive Director Integrated Production: Liza Near
Content Producer: Eric Skvirsky
DP, Senior Editor: Rob Apse
2nd Camera, Assistant Editor: Jake Stafford
Animator: Eric Ko
Production Supervisor: Kristine Ring-Janicki
Project Manager: Molly McKeown
Account Management
SVP, Group Account Director: Drayton Martin
Account Director: Molly Bluhm
Account Executive: Grace Clemow
VP, Associate Media Director: Rachel Allen
Media Supervisor: Shoshana Levine
SVP, Account Director PR: Jaclyn Ruelle
Account Supervisor: Becky Brand