JetBlue's advertising was recently taken over by Interpublic's Mullen, who have created a smart new campaign for the airline that serves to point out the negatives associated with other airlines, therefore highlighting JetBlue's strengths. What's important to realize is that JetBlue never name-drops or calls out a specific airline.
What's also unique about the ads is that the messages are all passed on in everyday scenarios by everyday people--there's no spokesperson or personality on behalf of the company. Here's an example: a cab driver picks up some New York City passengers, then informs them that there is a $25 baggage check fee to store bags in the trunk. This, of course, is only one example of several ads, each just as clever and stating a message at the end relating to the ad and JetBlue's policies.
It's refreshing to see an ad campaign showing that a company is better than its competitors without having a cheesy face literally tell you that word for word. JetBlue's campaign is smart, doesn't really point any fingers, and leaves them looking like winners. In keeping with the undeniable effect of viral video, the ads are all blasted on YouTube, Vevo, and Hulu. A job well done!