How JetBlue Achieved the Impossible: Getting Passengers to Love It When Babies Cry

A glare-free Mother's Day stunt from MullenLowe

Headshot of David Griner

The only thing worse than sitting next to a crying baby on a long flight is being the parent holding the crying baby. You know you're responsible for everyone else's misery, and there's often very little you can do to fix it. 

For Mother's Day, JetBlue and agency MullenLowe decided to turn this frequent frustration on its head by actually rewarding passengers when babies cry. 

The "FlyBabies" stunt offered a 25 percent discount to passengers on a flight from JFK to Long Beach each time a baby started crying. That meant if four babies cried, all passengers would get a free round-trip ticket for their next JetBlue flight. 

Here's what happened on the flight:

According to MullenLowe, 40 percent of U.S. adults say they're annoyed by crying babies on flights. While it's unlikely JetBlue's reward approach will become a popular perk among airlines, at least it shows that sometimes, with some clever thinking, you can turn a negative into a positive.

The new spot, from Hey Baby Films director Joris Debeij, follows another MullenLowe stunt from February, in which the carrier invited 150 unsuspecting passengers to "Reach Across the Aisle" in an election-themed prank that also offered free flights as a reward. 


Client: JetBlue Airways

Title: FlyBabies

Agency: MullenLowe and Mediahub


Chief Creative Officer: Mark Wenneker

Executive Creative Director: Tim Vaccarino

Executive Creative Director: Dave Weist

VP, Creative Director: Julia Neumann

VP, Creative Director: Amy Ferguson

VP, Associate Creative Director: Ben Salsky

Jr. Art Director: Alyssa Cavanaugh

Jr. Copywriter: Sai He

Creative Intern: Athanasia Efthimiu


SVP, Executive Director Integrated Production: Liza Near

SVP, Director of Broadcast Production: Zeke Bowman

Senior Integrated Producer: Liz Shook

Integrated Producer: Matt Polski

Project Manager: Christina Gratton

Senior Digital Producer: Louise Lloyd Owen

Production Supervisor: Kristine Ring-Janicki

Business Affairs Manager: Amy Keddy

Production Company: Hey Baby

Director: Joris Debeij

Executive Producer: Richard Bjorlin

Line Producer: Peter Murray

Editorial: PS260

Editor: Hil Vega

Managing Partner: Zarina Mak

Senior Producer: Laura Patterson

Music: Storefront

Sound: Plush

Mixer: Rob Fielack

Finish:  The Mill

Colorist: Fergus MacCall

—Account Management

Executive Director: Drayton Martin

Account Director: Molly Bluhm

Account Executive: Beba Rivera


Group Strategy Director: Ellie Gogan-Tilstone

Senior Strategist: Mike Patrick


SVP, Group Digital Director: Jade Watts

Associate Digital Media Director: Tracy Barahona

Media Supervisor: Shoshana Levine


SVP, Account Director PR: Jaclyn Ruelle

Account Supervisor PR: Becky Brand

Account Supervisor PR: Lauren Brennan

Account Supervisor PR: Brittany Topham

Account Executive PR: Kelsey Labrot

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."