Fly JetBlue and Stop Being a Sad, Pathetic Loser Like This Pigeon

JetBlue Airways is launching a big new ad campaign from Mullen with the theme "Air on the Side of Humanity." But its big star isn't even human—he's a pigeon. The 60-second launch spot is a documentary-style piece in which the pigeon—that most frequent of frequent fliers, and most underappreciated of birds—talks about how he flies in crowded spaces, gets crumbs for snacks and is generally ignored. Thus, he's a stand-in for the masses who, with ruffled feathers, shuffle onto rival planes and experience the worst of air travel. "There's got to be a way to fly with a little respect. You know?" our hero asks at the end, as the tagline appears on screen. The campaign breaks first in Boston, where JetBlue has the most daily nonstop flights of any carrier, and includes TV spots (running in 39 prime-time season premieres), online advertising, microsites, mobile, social, experiential and out-of-home advertising. Most intriguingly, JetBlue is also partnering with Mobile Theory on a voice activation unit that will teach consumers "how to speak pigeon on their smartphones." There's also a digital experience and social hub called Central Perch, where you can send messages to friends through virtual carrier pigeons on Facebook. Meanwhile, check out the launch spot and credits below. CREDITS Client: JetBlue Airways Spot: "Air on the Side of Humanity" Agency: Mullen Chief Creative Officer: Mark Wenneker Executive Creative Director Tim Vaccarino Executive Creative Director Dave Weist Group Creative Director Dylan Bernd Sr. Copywriter Jack Collier Writers: Evelynne Scholnick, Nick Olish Sr Art Director: Dan Madsen Art Directors: Jay Spahr, Mauricio Perez, Kara Noble Digital Designer: Scott Petrichko SVP, Creative Technologist: Christian Madden Creative Technologists: Dave Lee, Stefan Harris, Joe Palasek Executive Director of Integrated Production: Liza Near Head of Broadcast Zeke Bowman Producer Vera Everson Sr Digital Producer: Kim Bennett Digital Producers: Heidi Laidlaw, Charley Perkins Experience Designers: Hoon Oh Group Account Director Drayton Martin Account Director Jill Rugani Account Supervisor Hannah Moore, Cece Wedel Senior Account Executive Molly Barag Assistant Account Executive Vish Chandawarkar Animation Designer: Veronica Padilla QA: Ryan Nelson Copy Editors: Ashley Rumery, Eric Maus, Rebecca Rehbein Strategic Digital Analysts: Steve Sandiford, May Liu Sr Computer Artist Kathryn Lane Project Manager Niha Reddy Production Supervisor Mark Gardner SVP Group Media Director Keith Lusby VP Associate Media Director Chris McLaughlin Senior Media Planner Lauren Atkins Assistant Media Planner Charlie Weickert VP Group Digital Media Director Jade Watts Associated Digital Media Director Rachel Allen Digital Media Supervisor Erin Kelly Digital Media Planner Caroline Caterine Account Director PR Jaclyn Ruelle Account Supervisor PR Christina Simmons Account Executive PR Arianna Rubinstein SVP, Group Strategy Director Fredrik Sarnblad Senior Planning Analyst Chris Plating Senior Brand Strategist Lirra Schiebler Production: Hungry Man Director Hank Perlman Executive Producer Mino Jarjoura Producer Martha English Director of Photography Tom Richmond Editorial: P.S. 260 Producer Laura Lamb Patterson Editor JJ Lask Assistant Editor Colin Reilly, Joe Simmons VFX: Brickyard Executive Producer Kirsten Andersen Lead VFX Artist Geoff McAuliffe, Jimi Simmons Animation Director Anders Beer CG: General Gau & Brickyard VFX Executive Producer Kirsten Anderson Music: Original Music by Human Audio Post: Sound Lounge/Soundtrack Sound Design/Mixer Tom Jucarone, Glen Landrum, Mike Secher

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Fly JetBlue and Stop Being a Sad, Pathetic Loser Like This Pigeon

Mullen campaign takes flight

Tim Nudd

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Tim Nudd