Hasta La Creative!

JetBlue Airways is launching a big new ad campaign from Mullen with the theme "Air on the Side of Humanity." But its big star isn't even human—he's a pigeon.

The 60-second launch spot is a documentary-style piece in which the pigeon—that most frequent of frequent fliers, and most underappreciated of birds—talks about how he flies in crowded spaces, gets crumbs for snacks and is generally ignored. Thus, he's a stand-in for the masses who, with ruffled feathers, shuffle onto rival planes and experience the worst of air travel. "There's got to be a way to fly with a little respect. You know?" our hero asks at the end, as the tagline appears on screen.

The campaign breaks first in Boston, where JetBlue has the most daily nonstop flights of any carrier, and includes TV spots (running in 39 prime-time season premieres), online advertising, microsites, mobile, social, experiential and out-of-home advertising. Most intriguingly, JetBlue is also partnering with Mobile Theory on a voice activation unit that will teach consumers "how to speak pigeon on their smartphones."

There's also a digital experience and social hub called Central Perch, where you can send messages to friends through virtual carrier pigeons on Facebook. Meanwhile, check out the launch spot and credits below.

CREDITS
Client: JetBlue Airways
Spot: "Air on the Side of Humanity"

Agency: Mullen
Chief Creative Officer: Mark Wenneker
Executive Creative Director Tim Vaccarino
Executive Creative Director Dave Weist
Group Creative Director Dylan Bernd
Sr. Copywriter Jack Collier
Writers: Evelynne Scholnick, Nick Olish
Sr Art Director: Dan Madsen
Art Directors: Jay Spahr, Mauricio Perez, Kara Noble
Digital Designer: Scott Petrichko
SVP, Creative Technologist: Christian Madden
Creative Technologists: Dave Lee, Stefan Harris, Joe Palasek
Executive Director of Integrated Production: Liza Near
Head of Broadcast Zeke Bowman
Producer Vera Everson
Sr Digital Producer: Kim Ryan
Digital Producers: Heidi Laidlaw, Charley Perkins
Experience Designers: Hoon Oh
Group Account Director Drayton Martin
Account Director Jill Rugani
Account Supervisor Hannah Moore, Cece Wedel
Senior Account Executive Molly Barag
Assistant Account Executive Vish Chandawarkar
Animation Designer: Veronica Padilla
QA: Ryan Nelson
Copy Editors: Ashley Rumery, Eric Maus, Rebecca Rehbein
Strategic Digital Analysts: Steve Sandiford, May Liu
Sr Computer Artist Kathryn Lane
Project Manager Niha Reddy
Production Supervisor Mark Gardner
SVP Group Media Director Keith Lusby
VP Associate Media Director Chris McLaughlin
Senior Media Planner Lauren Atkins
Assistant Media Planner Charlie Weickert
VP Group Digital Media Director Jade Watts
Associated Digital Media Director Rachel Allen
Digital Media Supervisor Erin Kelly
Digital Media Planner Caroline Caterine
Account Director PR Jaclyn Ruelle
Account Supervisor PR Christina Simmons
Account Executive PR Arianna Rubinstein
SVP, Group Strategy Director Fredrik Sarnblad
Senior Planning Analyst Chris Plating
Senior Brand Strategist Lirra Schiebler

Production: Hungry Man
Director Hank Perlman
Executive Producer Mino Jarjoura
Producer Martha English
Director of Photography Tom Richmond

Editorial: P.S. 260
Producer Laura Lamb Patterson
Editor JJ Lask
Assistant Editor Colin Reilly, Joe Simmons

VFX: Brickyard
Executive Producer Kirsten Andersen
Lead VFX Artist Geoff McAuliffe, Jimi Simmons
Animation Director Anders Beer

CG: General Gau & Brickyard VFX
Executive Producer Kirsten Anderson

Music: Original Music by Human

Audio Post: Sound Lounge/Soundtrack
Sound Design/Mixer Tom Jucarone, Glen Landrum, Mike Secher

After spending the last nine months working out of Mullen’s Boston HQ, Peter Rosch is heading to the agency’s L.A. office to serve as executive creative director and lead day-to-day creative efforts on the Acura business. Mullen, of course, won the Acura account as part of the big Honda decision back in March and according to the agency, Rosch played a key role in securing the win. Prior to Mullen, the new Acura ECD spent a year at BBH NY (actually his second tour of duty at the agency), where he perhaps most notably penned the now-beloved “Susan Glenn” spot for Axe.

Along with his two decades in the ad biz, during which time he’s also held senior creative roles at the likes of BMB and Lowe & Partners Worldwide, Rosch is an author whose  My Dead Friend Sarah: A Novel was published last year. Now as an ECD at Mullen L.A., Rosch will lead the creative unit in an office that’s projected to house over 80 staffers by year’s end.

New Career Opportunities Daily: The best jobs in media.

Bonkers candy. Betamax. McRib sandwiches. Madonna. Michael Jackson. Reaganomics. Mountains of cocaine. … Man, the '80s rocked. Or sucked, depending on your point of view. Thanks to Mullen's ExploreThe80s.com, folks of a certain age can relive that glittery, gluttonous era in all its gaudy glory. (And Generations Y and Z can experience those years for the first time. Damn their youthful swagger and '90s nostalgia!) The highly interactive HTML5 site promotes National Geographic Channel's upcoming series The '80s: The Decade That Made Us by serving up all sorts of mini factoids about those years. There's little depth, yet the experience is addictive and kind of overwhelming … just like the '80s! The retro-futuristic, arcade-style audio and visuals are especially evocative, recalling a simpler, yet amazingly complex and malleable time when the entire world looked and sounded like Tron.

Se o Google já se repetia em seu último comercial, “Brand New Baby”, o que dizer de mais uma vez o mesmo tema na “nova” criação para o Nexus?

Ou as equipes de marketing dos diferentes departamentos não se conversam, ou a empresa deseja mesmo forçar o conceito da tecnologia em favor das conexões humanas. Relembre “Jess Time” e “New Dad”.

No comercial para o Nexus 10, um casal que espera pelo primeiro filho se informa e diverte através do gadget, contando com uma ajuda até para escolher o nome do bebê.

A criação é da agência Mullen.

Post originalmente publicado no Brainstorm #9
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Advertising Agency: Mullen, Wenham, MA, USA
Chief Creative Officer: Edward Boches
Executive Creative Director: Mark Wenneker
Group Creative Director/CW: Stephen Mietelski
Group Creative Director/AD: Michael Ancevic
Director of Broadcast Production: Liza Near
Agency Broadcast Producer: Erika Whitters
Agency Account Service: Drayton Martin; Julie Carney; Kelly Dickens
Broadcast Production Company: HKM (Los Angeles)
Director: JacobsBriere
Director of Photography: Stefan Czapsky
Executive Producer: Ned Brown
Producer: Line Postmyr
Location: Los Angeles
Stock Footage: BBC/Footage Bank/ National Geographic/Thought Equity/Getty
Editorial: Final Cut (NYC/LA)
Editor: Stephen Berger
Assistant Editor: Georgia Dodson
Executive Producer: Kiayan Reuter (NY producer: Melati Pohan)
Post Production: CO3 (Los Angeles)
Colorist: Stefan Sonnenfeld
Online Editor: Brickyard (Dave Waller)
Visual Effects: D-Train (Los Angeles)
Compositor: Dan Connelly
Artist: Ben Gibbs
Producer: Shannon Preece
Audio Post: Nylon (NYC/Australia)
Mixer: Dave Robertson
Assistant Producer: Karena Cameron
Music Production: Nylon
Sound Design: Nylon
Aired: June 2008