Royale leaps to the aid of JWT, whose “Happy Jetting” campaign for Jet Blue has been poorly received — and not – just – by – us.
“Jetting” is set to ELO’s Mr. Blue Sky and has a poppy feel-good Target vibe — except, you know, more blue. It’s also jam-packed with effortful Jet Blue-isms like “Jetting is decked out in leather,” “Jetting means business,” “Jetting isn’t flying,” and “Jetting thinks you deserve a snack.”
Aww, Jet Blue gave us a coooookie.
”Oftentimes extruded type can feel too cartoony, so we were careful to find the right balance,” said Royale CD Jayson Whitmore, who perhaps didn’t see the spot’s final draft, because yeah — the whole thing is desperately cheesed-out. But given the lameness of the “Happy Jetting” campaign (“Thanks for not flying on Jet Blue”?! Way to set yourself up for backlash), Royale’s team didn’t really have much to work with.
Wise words from Margaret Thatcher, adapted for modern use: Jetting’s a lot like being a lady. If you have to tell people you are, you aren’t.
