What a wonderfully inventive way to make an airline stand out. MullenLowe has rewritten the history of aviation with a humorous nod to the Wright Brothers and the invention of their sloppy alter-egos, the Alright Brothers. In the new history, told in a series of 30-second and 16-second films, the Alright Brothers build an airline using the motto, “What’s the least we can do”. By comparison – and that comparison is obviously made to JetBlue’s contemporary rivals – JetBlue’s You deserve better, promise looks very appealing.
The 15-second films are particularly distinctive with their 1920s silent movie format.
The tagline of the campaign is Just Alright doesn’t fly here and the films, which were directed by Aussie, Tim Bullock, and produced by Ruffian, highlight JetBlue’s better legroom, customer service, snacks and entertainment.
“JetBlue has always believed that travellers deserve better, and going above and beyond for our customers has been an integral piece of JetBlue’s DNA since day one,” stated Elizabeth Windram, vice president of marketing, JetBlue.
“This campaign is designed to shine a much-needed spotlight on the complacency that’s become an all too common part of the airline experience and show those who haven’t travelled with us before that there’s a better way to fly.”
The work is the first major brand campaign by the airline since 2013, when it presented its mission to do better in a very different way.
The campaign supports JetBlue’s revamp of its fleet. The campaign is running on TV, social media, radio on music streaming services, digital and billboards – with all communications positioned to counteract everyday mediocre moments, both offline and online, delivering its message while people are in the “just alright” mindset, such as sitting in traffic, waiting for the train or browsing the web.