• by OMMA Magazine Writers , August 22, 2011

To relaunch the JetBlue brand online, Mullen created a new concept it felt was core to the brand: "You Above All," highlighting the airline's lauded customer service. The campaign rolled out with a series of hidden-camera style videos depicting everyday scenarios with typical airline aggravation (such as a cabby who charges $25 baggage fees). The campaign launched with a YouTube takeover that played along with the conceit - and asked users to pay to watch the channel that day (then followed with a message about how JetBlue offers free inflight entertainment while other airlines ask you to pay).