• New York Times, Thursday, October 14, 2010 9:33 AM

Jet Blue's first campaign with new agency Mullen breaks tomorrow with the tagline "You above all," Stuart Elliott reports. (One ad, however, avers "You above all" is "Not a tag line" but rather "A promise.") Ads will run in print, online and in mobile, outdoor and social media. Offbeat video clips will run on Hulu, Vevo and YouTube and Web sites that are part of the BBE Network.

A pushcart vendor gives customers only half a can of soda in one video -- a playful reminder that JetBlue offers passengers full cans for free. In another video, an elevator operator presses all the buttons in the car, making it stop at every floor. JetBlue flights are nonstop.

"'You above all' gets us back to our DNA, our original mission, bringing humanity back to air travel," Martin St. George, JetBlue's svp for marketing and commercial strategy, tells Elliott, whereas recent campaigns from JWT, which carried themes like "More" and "Happy jetting," "didn't quite have a human side."

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