‘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.” In effect, consumers, who typically include wealthy entrepreneurs, professional athletes and corporate executives, purchase shares in a Learjet or similar plane, which guarantee a certain number of hours of flight time.

The ads also promote the savings such an arrangement provides, suggesting ownership of a Learjet is possible “for just $7700 a month.”

“You’re the owner,” said Oakley. “You can use the jet anytime you want, but you don’t have to pay for maintenance or keeping a pilot on the payroll.”

Unlike time-share arrangements on vacation homes, fractional private jet ownership is not tied to specific calender dates.

“You fly whenever you want,” Oakley said.

Deals begin with 50 hours of guaranteed flight time, with an option to increase from there.

The visuals, shot by New York photographer Clint Clemens who has worked extensively on Porsche and Jaguar campaigns, will appear over the next months in single-page ads in Forbes, Fortune, Kiplinger’s and other business- and lifestyle-oriented publications.

About half the budget on the business—estimated at $23 million—will be dedicated to print, outdoor, direct mail, collateral and some broadcast advertising.

Other spending will include event marketing and displays at airports in 10-12 key “wealth markets,” including New York, Dallas and Atlanta.

John Boone and Phil Mimaki served as the campaign’s art directors. Oakley and Ryan Coleman were the copywriters.