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

Mullen campaign takes flight

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.


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