Air on the Side of Humanity With JetBlue

Today,  JetBlue launched a quirky new marketing campaign, ‘Air on the Side of Humanity,’ to remind customers there is a better way to fly.  The campaign documents the plight and perspective of the most overlooked fliers of all – pigeons. JetBlue says that this campaign ‘flies’ in the face of conventional airline branding.

If you live in New York, Boston or Fort Lauderdale you can see TV commercials and everyone else can check out the campaign on social media – look for hashtag #YouAboveAll, a web video series made in collaboration with Funny Or Die and custom JetBlue-branded Spotify playlists.

If you’re not in one of the markets where the TV commercials are being aired, you can watch them on YouTube.


The web video series, “Shoo’s Bird’s Eye View,” documents a pigeon, Shoo’s, point of view. You can watch the videos on CentralPerch, JetBlue’s social hub, and on  The launch is being kicked off in New York City where model pigeons are being placed around NYC hot spots. Passersby will be invited to ‘interact’ with the pigeons.


On Twitter, searching hashtag #YouAboveAll, I found some cute photos illustrating the model pigeons wearing hashtagged sandwich boards displaying the pigeon’s points of view.

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JetBlue wants to get the message out that flying with other carriers is ‘for the birds’ (I couldn’t help myself, I had to throw that one in) and that fliers should consider the experience they want, and deserve, while flying.

In late March JetBlue announced a Mosaic Status Match program for their TrueBlue membership club. You can read more about the match here

This campaign is unique and catchy, even though I don’t find Shoo very lovable, I feel for his plight. What do you think? Have you seen the JetBlue campaign? Are you more likely to fly with them?


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