• by John Capone , October 14, 2010

In its first effort for JetBlue, Interpublic's Mullen, which won the account in May, veers from the upbeat "Happy Jetting" theme of the past to more directly address the differences JetBlue sees between itself and its competitors with the tag "You Above All."

An online video push, launching Friday with a YouTube takeover and additional distribution on Hulu and Vevo sets the tone with a series of hidden-camera-style videos showing people who have frustrating airline-scenarios thrust on them in other situations on the ground, and reinforces the "You Above All" message with the refrain "You wouldn't take it on the ground, don't take it in the air."

For example, an elevator operator pushes the button for every floor, telling passengers the trip is not "non-stop"; a cab driver pushes his seat back and explains his legroom policy; a street vendor pours customers those little airline-size cups of Coke and, putting on his best patronizing flight attendant voice, tells his irate NYC customers that it's so there's enough for everyone; and, in probably the series' most consistently funny spot, another cabbie informs his fares that there is a $25 baggage check fee for luggage in the trunk.

The reactions of seemingly real New Yorkers in the video telling him that he's just trying to jack up the fare and dressing him down for the "BS" most successfully express the frustration most travelers seem to feel with airlines.

All the spots remind customers of the relevant JetBlue policy in text at their conclusions. So for instance, the spot about the baggage fee ends with text reading "Check your first bag for free," after the series tagline "You wouldn't take it on the ground, don't take it in the air."

The overall push focuses on cities JetBlue either has a significant presence in or is targeting for growth, such as New York, Boston, Los Angeles, Miami/Fort Lauderdale and Austin, Texas. The elements, which Boston-based Mullen will deploy starting Friday, consist of a mixture of online video, online banners, mobile, gaming, static and interactive out-of-home media, in-flight video, print advertising and crewmember-directed communications. The overall look of the campaign will be in keeping with JetBlue's history of "fresh, bold design," according to a statement from Mullen, but for the first time in the airline's 10-year history will expand the color palette beyond the core blue, though that will remain dominant.