JetBlue TrueBlue - JetBlue "Happy Jetting!" TV Ads Break!

I saw my first B6 television spot tonight -- on the E! cable channel. I don't know if it was a national or local system buy.

It was a kind of '60s-era, psychedelic, flower-power deal with shades of "Yellow Submarine," old Peter Max art, H.R. Pufnstuf and the weird old Fruitopia ads with the fresh-citrus kaleidoscopes. Basic feel-good message. "Happy Jetting" was the tagline.

It should cement JetBlue's relationship with all the Sixties LSD burnouts in the audience, but IMO didn't do much to position it as a serious national airline. Certainly no hook in there for higher-revenue business travelers. I can't imagine what the strategy was.

There are a couple of adds floatng around. I see them quite a bit on USA as I think we have some kind of tie with USA Network as they are advertising on CH13 this month.

jetBlue commercial: Happy Jetting (http://www.youtube.com/watch?v=OPbSeO-Npdc)

for comparison, this is what a great commercial looks like: It's Time to Fly (http://www.youtube.com/watch?v=B9vWCKlseus)

:D

jetBlue commercial: Happy Jetting (http://www.youtube.com/watch?v=OPbSeO-Npdc)

for comparison, this is what a great commercial looks like: It's Time to Fly (http://www.youtube.com/watch?v=B9vWCKlseus) One is a stupid commercial for an OK airline, the other is a brilliant commercial for a terrible airline.

It should cement JetBlue's relationship with all the Sixties LSD burnouts in the audience, but IMO didn't do much to position it as a serious national airline. Certainly no hook in there for higher-revenue business travelers. I can't imagine what the strategy was.

Totally agree as it relates to prolificly missing the mark on finding a higher-revenue customer base. This campaign is much better suited to bringing in the next generation of flyers. A segment that doesn't scream increased RASM, IMO. I thought the campaign idea was spot-on as far as parading the advantages of B6 comparative to other airlines and trying to squeeze a premium for that but who is going to fork over that premium. Not the kids. Wrong audience for the times, Jetblue.

As for cementing the 60's LSD burnouts.... Is it really possible to cement them anywhere???