JetBlue invited 150 unsuspecting passengers to "Reach Across the Aisle" in this fun, election-themed stunt from longtime partner MullenLowe.
Those travelers were given the chance to win free round-trip airfare to one of 20 domestic or international destinations served by the carrier. But … they'd get those travel certificates (worth about $300 each) only if they could decide on a single destination by unanimous vote before their six-hour flight from Boston landed in Phoenix.
"JetBlue is one of those brands that is very comfortable being involved with the bigger conversation," MullenLowe executive creative director Tim Vaccarino told Adweek. "This being one of the most polarizing political climates in history, we saw an opportunity to make a comment about what's truly possible when we all work together."
So, could this diverse group make the tough compromises necessary to reach an accord? Or, in an airborne parody of our putrid political process, would they behave like whiny babies, gridlocked at 40,000 feet?
Watch the clip below to find out.
OK, given that JetBlue is posting the film across its social channels, a happy landing for the contest was basically a given. (The passengers probably agreed on Costa Rica so the moderator would shut the hell up already. Somebody get that guy a parachute!)
Overall, it's a satisfying social experiment in line with JetBlue's convivial, customer-centric image, though perhaps not as cool as Chrysler's recent dueling presidents spots. (If nothing else, however, JetBlue provides a smoother ride than Delta in its advertising these days.)
"We've seen so much news coverage lately that paints the picture of a society becoming increasingly polarized and politicians incapable of working together," said Elizabeth Windram, the airline's director of brand management and advertising. "This video is our way of questioning that assumption."
Vaccarino added, "The beauty of these things is they're cultural experiments. You never really know where they're going to lead you. They unfold in real time. They're unvarnished and can be held up as a real indicator of how people are feeling. That's what makes them so provocative."
Such high-minded creative ideals. Dude must come from the progressive wing of the party.
CREDITS
JetBlue: Reach Across The Aisle
Client: JetBlue Airways
Agency: MullenLowe and Mediahub
JetBlue
VP, Marketing: Jamie Perry
Manager, Regional Marketing & Consumer Promotions: Tara Carson
Manager, Brand Advertising & Content: Phil Ma
Director, Corporate Communications: Doug McGraw
Manager, Corporate Communications: Morgan Johnston
Consumer Promotions Analyst: Jaclyn Costantino
Creative
Chief Creative Officer: Mark Wenneker
Executive Creative Director: Tim Vaccarino
Executive Creative Director: Dave Weist
Senior Art Director: Ryan Montgomery
Senior Copywriter: Tim Bildsten
Senior Art Director: Jay Spahr
Senior Copywriter: Nick Olish
Production
Executive Director Integrated Production: Liza Near
Content Producer: Eric Skvirsky
DP, Senior Editor: Rob Apse
2nd Camera, Assistant Editor: Jake Stafford
Animator: Eric Ko
Production Supervisor: Kristine Ring-Janicki
Project Manager: Molly McKeown
Account Management
SVP, Group Account Director: Drayton Martin
Account Director: Molly Bluhm
Account Executive: Grace Clemow
Mediahub
VP, Associate Media Director: Rachel Allen
Media Supervisor: Shoshana Levine
PR/Social
SVP, Account Director PR: Jaclyn Ruelle
Account Supervisor: Becky Brand