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YOU ABOVE ALL – Mullen’s first for JetBlue

Posted by Mullen on 10/15/10
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Mullen’s first work for JetBlue has hit the web and the streets. The You Above All campaign broke today with a take-over on YouTube and the launch of a JetBlue branded channel housing a series of Ground Rules videos.

The out-of-home media is appearing in key JetBlue markets nationwide, including Boston where they have become the official airline of the TD Garden (home to the Bruins and the Celtics) and LA, where they are standing up for tall people. As you can see, JetBlue is expanding its color palette and introducing the “I-People,” an illustrated icon representing their commitment to focusing on humanity in air travel.

To put it all in context, JetBlue CEO Dave Barger “revealed” everything there is to know about the company in a video first presented to crewmembers.

Results
The campaign is brand new and still rolling-out, but we’ve captured more than 300,000 views on the JetBlue branded YouTube channel (as of 11/18/10) and JetBlue stock has been trading at or near its 52-week high ever since the campaign broke. This is a brand with strong momentum.

  • bhatnaturally

    Brilliant stuff. Great execution. Loved the hidden-cam, non-advertising type execution.

  • http://www.sfbody.com/miguel Miguel Prange

    This campaign doesn’t stand out and will get lost in the noise. JetBlue lost it’s premium and is now in a fight with Southwest for economy, a fight that this ad doesn’t help.

  • Ncowen

    nicely done. very clean and creative and with humor

  • Roca_pamela

    Awesome work! I truly love the spots!! Thumbs up for Mullen and the new campaign for Jetblue! wohoo! :)

  • http://www.facebook.com/alanmfontanilla Alan Misa Fontanilla

    Years ago, a campaign called “YOU ABOVE ALL” was also launched in the Philippines by a service oriented brand. Interestingly enough, while the context was different somewhat, it was also for an airline. Here’s the link to their old TVC – http://www.youtube.com/watch?v=rLBa3FrbkMc

  • http://www.facebook.com/alanmfontanilla Alan Misa Fontanilla

    http://www.youtube.com/watch?v=–rpgB8fa5Q&feature=related — oh, here’s the longer version of the old TV ad of the Philippine air carrier CEBU PACIFIC – it also uses YOU ABOVE ALL as a theme, different context somewhat, same industry.

  • Rbaldacci

    Nice stuff. Nice positioning. Nice execution. Love the music. Well done.

  • Andrea Stephanie

    i always wonder who came up with the catchy “You above all” phrase and when i was looking for jobs i came upon this company and i am amazed!! This is truly great stuff!

  • Andrea Stephanie

    i always wonder who came up with the catchy “You above all” phrase and when i was looking for jobs i came upon this company and i am amazed!! This is truly great stuff!

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