We get it. They don't.As an undergraduate academic project, I set out to create an ad campaign for JetBlue that starkly contrasted the airline’s standard features versus the competition’s wanting offerings.
Most notably at the time (c. 2004), JetBlue offered in-flight DirecTV service on its new fleet when it was unheard of for any major airline to offer such service on their ageing planes. The campaign reiterates this difference in each and every advertisement on all mainstream media, showing the consumer what they’re missing out on if they fly on a competing airline.
JetBlue: We get it. They don’t.
LENGTH OF SPOT: :60
TITLE: PLEASANT TRIP
SFX: JET AIRPLANE ENGINE IDLING.
PILOT: Good morning ladies and gentlemen. I’d like to thank you all for flying with us today. We have a long bumpy ride ahead of us that’s sure to make for an unpleasant trip. If at all possible, try to find a comfortable position in our lovely cloth seating within which you’ll find no entertainment value whatsoever. Should you need any assistance during the flight today please push the call button above you, and if you’re lucky enough, a flight attendant will be by in 20 minutes to assist you. Again, thanks for flying with us today and we hope you have a pleasant trip.
SFX: PLANE TAKING OFF. LOUD ENGINE RUMBLING… TV-SOUND OFF. QUICK TV CHANNEL SURFING. CHANGE CHANNEL TO ANCR.
ANCR: Why pay all that money and get only half the service you deserve? It doesn’t have to be this way. With JetBlue you get the satisfaction of knowing you’ll be flying on a brand new jet with comfortable leather seating and a great selection of entertainment provided by DirecTV—all of which is provided at great low fares starting at just $99. JetBlue—We get it. They don’t.