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With Ads of the Weird, MSNBC.com takes a look at some of the oddest, most eye-catching, controversial and just plain interesting advertising out there today. Primary writer Allison Linn covers the retail and advertising industries for MSNBC.com. The Ads of the Weird team is always interested in hearing what ads have caught your attention, whether it's online, on television or in print.


JetBlue sells cheap chic to former C-level execs

Posted: Monday, March 02, 2009 4:00 PM by Allison Linn
Filed Under:

It’s hard to feel sorry for those pre-recession bigwigs, who got used to lavish meals, fancy hotels and private jets before they were brought down by the very financial shenanigans that allowed them to live so high and mighty in the first place.

But it’s easier to make fun of the frugality they are now being forced to embrace, and that’s just what discount airliner JetBlue does well in a new ad campaign.

A simple print ad offers a message to all "Hedge Fund Managers, Big Investment Bankers, Moguls, Tycoons" and others who "might be rethinking that next trip on a private jet … Welcome Aboard."

Image: Jetblue
jetblue.com

The airline's Web site helpfully explains the type of amenities the discount carrier has for those who have seen their assets – and power – dwindle considerably.

These include seats that don’t come with a lot of media scrutiny and public outcry, potato chips that "are not a government bailout and there are no strings attached" and a host of live television stations besides the business channels that can be "complete bummers."

"Just think of it as jetpooling, only we find the other people for you," the Web site asserts cheekily.

JetBlue’s campaign stands out because so few companies have done a good job of addressing the difficult economy in a humorous way -- which, to be fair, is probably because it can be pretty hard to find the funny part about people losing their jobs, houses and any hope for retiring.

JetBlue, however, has hit on the fact that we can all find some humor, albeit tinged with a dose of schadenfreude, in the fate of the newly downscaled executive.

That company also deserves credit for tapping into that in a light-hearted, rather than malicious way, since outrage is certainly not something we are lacking these days.

Click here to see the ad, and click here to check out the Web site.

 

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Comments

Not funny. I cannot find anything remotely amusing about this marketing thread. And your master base is New York, home to many financial movers and shakers. Such a weird, twisted class envy theme. If I were you, I'd be back peddling out of this. But what do I know. I'm not one of those out of work advertising execs from New York.

Will.i.am (Sent Tuesday, March 03, 2009 4:31 AM)

I think it is genius! The first time I heard of this ad was on the radio and I cracked a smile at it. Why not have humor in a time of such gloom? People have been doing it for years, so I embrace our nature and laugh away. Koodoos to the advertising firm who came up with this one and a favor to ask. Can you inject more of this type of humor into ads? Please? :)

R. Rucker, NY, NY (Sent Tuesday, March 03, 2009 10:12 AM)

Sorry you have to live like us, Bill.

JIm (Sent Tuesday, March 03, 2009 10:15 AM)

Oh William relax.  It IS funny.  I think it's hilarious. As far as "twisted class envy" goes, it's more about the fact that those who have committed these acts of outrageous greed actually have no class. They had better be careful because you know what happens when the peasants revolt.  It's called karma baby.  I think it's quite a clever ad and it will be well received.

I.Can.Spell Lisa, Phoenix, AZ (Sent Tuesday, March 03, 2009 10:20 AM)

I Disagree -- VERY Funny.  Those fat-ass execs deserve to be brought down to earth, where (if I'm not mistaken) they originally came from.  Six and seven figure bonuses?  Corporate jets, that they can't fathom not using?  The hell with them!!!  Class envy?  You bet!  And by the way, it's "back-pedaling", not "back peddling".  Good spelling and grammar are important...

Mike, Denver, CO (Sent Tuesday, March 03, 2009 10:24 AM)

Sorry Will.i.am, I think the 99% of the population who make less than $250K/yr would disagree with you. The ad is HILARIOUS.  It's about time a little reality gets "injected" into all the high-on-the-hog execs.  The disparity in this country has grown out of control for too long....Facts: early part of 20th century CEO's averaged 7x salary of lowest paid FTE, in 2006 they avg'd 37x. Also, middle class used to be one FTE/family, then became 1FTE + a part timer, now 2FTE salaries to have same standard of living our grandparents had on 1FTE salary.

Dan - Kennett Square, PA (Sent Tuesday, March 03, 2009 10:29 AM)

Oh will I Am please you think those hedge fund mgrs are on the unemployment line wondering how they are going to pay their mortgage or even how would they keep a roof over there families head please those fat cats are ok in my eyes. I'm working 50-60 hours a week and i bet they are living better then most of us are. they should be humbled and taken away there financial gain maybe when they make it again they can experience how it feels to be broke or middle class.

Humble.i.am (Sent Tuesday, March 03, 2009 10:56 AM)

The only thing I see is that these execs can't look down on us no more, and we can see eye to eye now...

Brian B, Portsmouth NH (Sent Tuesday, March 03, 2009 11:25 AM)

Jet Blue's advertising isnt funny. Actually the airline industry has nothing to smile about in general. Its a deficit corporation thats hurting badly , is poorly managed and doesnt care about the American flying public at all. Jet Blue's honeymoon is over. Get a new agency.

rallo (Sent Tuesday, March 03, 2009 11:44 AM)

OK, Willi, lighten up! (or are YOU one of those who are targeted, tongue-in-cheek)?
As someone who has been forced to fly "coach" all my life, I say "Let 'em eat chips".

KT - Tampa Bay (Sent Tuesday, March 03, 2009 12:00 PM)

Some poking fun at, and levity is welcome.  Part of the problem we face in our culture is that many take themsleves way too seriously, attempting to elevate their standing and status to King and Queen of their environment. Working with a team, that you as the leader elevate, towards acommplishing a common unifying goal in the long run is much more satisfying and lasting.

Vince DeFrancisci, Columbia, MD (Sent Tuesday, March 03, 2009 12:10 PM)

I think this "Class Warfare" is long overdue! Beginning with  Ronald Reagan, we have watched our standard of living slip, while CEO salaries reached 365 times workers.(Higher than the rest of the world). Working harder for less gets old! The wealthy would do well to remember what happened to the lady who said "Let them eat cake"!

Kent McMillen (Sent Tuesday, March 03, 2009 12:31 PM)

I think Dan said it pretty well. I would add that some have been getting salary increases, bonuses and other perks for poor performance while the crooks have resorted to falsifying accounting records and stock option dating so that the shareholders are mislead.

Charlotte (Sent Tuesday, March 03, 2009 12:56 PM)

When I read this add I almost fell out of my chair, this is so darn hillarious.  Do these exec's really think we care who or what they are. I have a huge issue with exec's and having to fly a corporate jet, why cant they fly on JetBlue or Delta or any other company to keep them flying.  Its obsurd to realize these Jacka@#es really think that they are better than anyone else.  Lets examine, corparte Jet $50million+, maintenance $500,000.yr+ (2or3mechanics),Jetfuel $$$, Hanger expenses, oh and yes, fee's to airports or Airspace fee's which if you fly international you are required to pay that country.  Whats wrong with this picture... anyone, anyone..

Cory D (Sent Tuesday, March 03, 2009 1:03 PM)

It is extremly juvenile of these CLOWNS. They insulting the very market they are attempting to attract. BRILLIANT you fools!!!

Mark Kirkpatrick (Sent Tuesday, March 03, 2009 1:24 PM)

This is Faantastic! HA!!!

sp (Sent Tuesday, March 03, 2009 1:26 PM)

Will - are you kidding??? This ad is fabulous.  Enough with the crooks and losers taking what they "think" they deserve.

kat (Sent Tuesday, March 03, 2009 1:31 PM)

Boo, flippin' hoo,to those big wig wack-a-doo's who don't beleive this is a funny ad.  

Allie (Sent Tuesday, March 03, 2009 1:41 PM)

I think it's pretty funny. will.i.a.m  this is not class warefare its called tongue in cheek ...funny.
my guess...your being affected...and you take it personal. Get over it! Were all being hurt in some way. Some worse than others. Is it really that bad
flying with the masses? I'm sure most are flying first class or business class anyway. The people that would be upset need to get out with the masses anyway.
things happen for a reason. Maybe this is just a major correction...a warning...a chance to make things right.

Bill Hennessey (Sent Tuesday, March 03, 2009 1:58 PM)

Lighten up, folks! Laughter is the best medicine. People have lost their senses of humor to such a degree that they will mostly die young! Of course, if they do die young, then the gov't can save on SS benefits, Medicare, Medicaid, etc.

PB, St. Petersburg, FL (Sent Tuesday, March 03, 2009 2:12 PM)

I'm entertained by the comments that this ad will alienate the former execs.  This ad isn't really targeted to recruit them.  It is targeted towards all the rest of us who find it funny.  Ads like this build brand loyalty. We find their ads funny and timely, so we'll remember it when we book our next flight. Great marketing strategy!

kb (Sent Tuesday, March 03, 2009 2:17 PM)

Absolutely brilliant! Let the Blue Chippers eat Blue Chips....I love them!!

Phyllis, Ft Lauderdale FL (Sent Tuesday, March 03, 2009 2:47 PM)

I think this is a hoot and a half.  Very funny and well done.  As I don't have a C in my job title and make less than 50K, I just love these ads. No one will blame you for watching kittens on Animal Planet!  ROFLOL.

As a middle class person, I just love flying Jet Blue.  Love the TV's.  Love the staff.  Simply, their flight attendants got my loyalty on a flight from hell.  I had a baby with an ear infection. (No we did not know she had one when we left.) So I was the mom with the screaming baby.  They let me stand in the galley with her, and even helped me with her, holding her so I could use the toilet and have a break.  They also feed me cookies and Diet Coke the whole time.  Wonderful people, and they did their employer good.  

Last week I flew on another airline (SouthWest) to St. Louis, an airport that Jet Blue does not land at.  Ended up sitting next to a guy who had a "C" boarding pass.  He complained the whole flight about the plane. How crowded, etc. Whine whine whine.  He said he used to get to fly private or first class.  Business class if he HAD to.  And he was on SouthWest in the middle seat!  LOL.  I finally told him to stop whining so the little people could row in peace.

Anyway, I think this ad campaign is very well done.  I'm posting the link on my facebook so others can have a laugh.

WendyLou, Salt Lake City, UT (Sent Tuesday, March 03, 2009 2:56 PM)

Will.i.am ,If this article is downgrading can i work for you, pretty much says it as it is!! Imho.

jerry (Sent Tuesday, March 03, 2009 3:06 PM)

I doubt very much that Jet Blue is expecting to pick up a lot of business from executives whose previous first choice was a corporate jet; more likely, those execs will be flying AA First Class as a backup. But anything airline-related that gets people talking about Jet Blue (like us) is exactly what they want. Now, when one of us wants to fly on the cheap, Jet Blue will come to mind first.

David H, Dallas, TX (Sent Tuesday, March 03, 2009 3:06 PM)

I don't think everyone in that market, even if Jetblue is referring to them, would find this insulting. Sometimes all you can do is laugh. I'm not going from private jets to coach, but I am downsizing in my own ways...and it's sad to admit your lifestyle has to change. On the same token, sometimes humor helps....especially when humor is all that's left from the spoils of living beyond your means. :)I think most people that read this ad have been there...and will get it. And smile.

Karalyne, Louisville, KY (Sent Tuesday, March 03, 2009 3:20 PM)

Not surprising, after all Jet Blue is the airline for the financially challenged.  Still a good laugh in bad times.

emmel, Pittsburgh, PA (Sent Tuesday, March 03, 2009 3:36 PM)

Hey, if JetBlue can't get their chronically delayed airplanes to their destinations on time, then they gotta be creative with their advertising.  Interesting concept, but not one that will go over all to well in their New York hub.

Patrick, Brookline MA (Sent Tuesday, March 03, 2009 4:18 PM)

hahah i love Jetblue!!!

John Salt Lake City, Utah (Sent Tuesday, March 03, 2009 4:23 PM)

Love it! I would be great to see Bernie Madoff with his sobbing wife on board on their way to prison.

Tom, New York, New York (Sent Tuesday, March 03, 2009 4:24 PM)

Interesting how some on here instinctively spring to the defense of the corporate execs. It isn't a logical attitude, to stand up for those that oppress you, but the people who believe in unrestricted capitalism as if it were a religion just can't help defending the its priests and prophets.

Robert Norfolk VA (Sent Tuesday, March 03, 2009 4:29 PM)

I think its great, people are over analyzing it, just enjoy it for what it is.

Matt, Washington DC (Sent Tuesday, March 03, 2009 4:56 PM)

anxiously awaiting for my first elbow-to-elbow armrest fight with a former Master of the Universe

GK Baltimore, MD (Sent Tuesday, March 03, 2009 5:37 PM)

What makes it such a great ad, is that it gets your attention, and also brings into light that JetBlue has such great amenities that may not be comparable to a private jet but beats the heck out of the other airlines (Delta's new 747s are pretty nice).  I bet a few people will think of JetBlue before they fly next (which is sort of the point).  

Lauryn, Jackson, WY (Sent Tuesday, March 03, 2009 5:41 PM)

Excellent ad. Let the blood flow red and not purple.

Jonathan Myerberg, Bay Harbour, Fl (Sent Tuesday, March 03, 2009 7:31 PM)

It gives the boys down at Joe's Bar drinking Red White and Blue beer a good laugh. But guess what, they have never been on a plane in their lives, nor will they.

Brace for impact Jet Blue!!

Rather Ride Greyhound (Sent Tuesday, March 03, 2009 9:14 PM)

I love it...it's witty and eye catching and will be remembered more than the standard all-the-same boring ads. Bout time Will and others learned how the "rest of us" fly.  I think it's brilliant of JetBlue to go after hundreds of potential customers rather than cater to the very few who think they deserve preferential treatment. I can't wait to share an armrest with some fat a** or fat head exec who doesn't fit in the space he or she is alloted...

DB, Wisconsin (Sent Wednesday, March 04, 2009 1:07 AM)

I love it...i only fly Jetblue. Best airline around hands down. and for the execs.....WELCOME ABOARD....lol

L.Morrison, north lauderdale florida (Sent Wednesday, March 04, 2009 3:23 AM)

Jetblues CEO has reduced his annual from 864,000 to a granular $564,000 /yr (with options and bonuses included). Although this is a rather small compensation compared to most other CEO's spread across the news, I still seem to have a hard time accepting their message without feeling like we are the butt of their joke. Maybe my hardship stems from the messenger who is currently making in on year what I make in 19 years. Do the math all of you 45k 'ers and enjoy the commercial, which was probably subsidized by the federal government to boost consumer confidence (AKA you and me) and cost a couple million to produce.

Thomas (Sent Wednesday, March 04, 2009 5:02 AM)

You think it's class envy?  Wow.  No, it's called laziness envy.  I only WISH that I could run a huge company, lose MILLIONS dollars while I am flying in corporate jets to go beg congress to bail me out and THEN gather me and my 10 top executives to collect over 20 (or was it 200?) million in bonuses for not doing my job!  Why can't my husband find THAT job in the unemployment line.  Class envy.  

Let's get a grip WILL.  It's not envy.  It's pure, unadulterated, primal anger that we are having to foot the bill for these baseless human beings while they eat bon bons.  It's called wrong, unethical and classLESS that they are asking us for a handout and expecting us to continue to finance their "quality of life."  It's a basic principal--you want to live off our money, then there are a few strings attached.  You don't like the strings attached?  Simple!  DON'T BORROW THE MONEY! :)

Steph S, Somewhere, Southeast (Sent Wednesday, March 04, 2009 6:42 AM)

Twisted class envy?  YGBSM!  I think it's great.  Oh Will.i.am, please, DO come along!  

The actions of those who achieved that "class" of which you speak through greed, manipulation, deceit, and avarice were largely responsible for the economy being where it is - I have not the slightest sympathy.  They SHOULD be made fun of.  They should also be scorned and held accountable for all the damage they’ve done.

As for the advertisement; I think it’s a brilliant way to poke some fun at these individuals who deserve it and so much more.  

Willy (Sent Wednesday, March 04, 2009 10:17 AM)

Methinks Will.i.am doth protest too loudly.

Willy (Sent Wednesday, March 04, 2009 10:20 AM)

I'm out of work, lost my house and all that good stuff so yeah, I'm in the thick of the economic crisis. I think the commercial is funny, however, I do not share the view with others about "fat-cat execs" etc. At least corporate executives have a hand in actually PRODUCING something useful. Why don't I ever hear anyone crying about the absurdly and obscenely high salaries of actors and athletes? They produce nothing of value, nothing tangible. Yet no one ever complains about how much they make.

I'm not saying that the execs deserve all the perks and bonuses they get. I'm just that if you are going to vilify those that actually have a JOB and get paid, you should be fair and consistent and also include those that make even MORE money for doing nothing.

Jude (Sent Wednesday, March 04, 2009 10:25 AM)

I havn't seen the add, but it brings to mind a suggestion.  First class seating on airplanes should be replaced by slightly higher prices for all seats,and slightly fewer seats that are wider and farther apart. An airline that makes all their passengers more comfortable and treates them like they are all in "first class" will become the airline of choice for anyone who flies no matter what their net worth. Today many first class seats are purchased or upgraded with "points" so they don't represent additional profit anyway.   It seems like a good business case could be made for this type of service. Stop embarrassing the people in "First Class" and insulting the people paying to fly second class and you will get my business. How about the add campaign that says "No second class seats on our Airlines". Welcome aboard!

mike delehanty (Sent Wednesday, March 04, 2009 11:59 AM)

having only flown first class once on a now defunct carrier, and only after I was bumped for 53 hours...i say let them eat honey coated nuts! bravo jetblue for having said nuts to post an ad that basically makes these jerks with their hands out for a government bailout be exactly as they are...welfare recipients.
bout time these so called new monied fops find their way to a destination like everyone who actually WORKS for a living.

fedup (Sent Wednesday, March 04, 2009 12:47 PM)

I love, love, love JetBlue. I think this is a terrific ad!

Beth (Sent Wednesday, March 04, 2009 1:43 PM)

David H, very astute observation. I for one am now very interested in JetBlue. Previously I had always looked at Delta, but the good reviews here from people who have actually flown JetBlue creates a very favorable impression. Also, we all need a good dose of humor nowadays.... and any airline with a sense of humor, is the airline for me!

"I doubt very much that Jet Blue is expecting to pick up a lot of business from executives whose previous first choice was a corporate jet; more likely, those execs will be flying AA First Class as a backup. But anything airline-related that gets people talking about Jet Blue (like us) is exactly what they want. Now, when one of us wants to fly on the cheap, Jet Blue will come to mind first."

Issy, Tallahassee, FL (Sent Wednesday, March 04, 2009 2:22 PM)

This ad is absolutely hilarious and it plays to "Joe Six Pack" (or Joe the Plumber) if you prefer who are all angry about the bailouts, the excesses, the bonuses, etc, etc, etc, ad nauseum.  Time to lighten up America.  Yes, we are in serious trouble and our elected representation is running around the country like Chicken Little screaming that the sky is falling without understanding that they're the ones poking it with the broom handle bringing down more pieces.  It's time for "big government" to back out, cut out the bailouts and let a free market do what it's supposed to do.  Failure is an option - albeit a painful one, but it certainly is an option.

CS, Ft. Lauderdale, FL (Sent Wednesday, March 04, 2009 4:31 PM)

Genius. When are the tv commercials coming?

John, NY, NY (Sent Wednesday, March 04, 2009 4:32 PM)

Just exactly what did the 10 Merrill execs who collected $200 million "produce"? Oh, yeah. NOTHING. And what harm are actors and musicians doing to our economy? Oh, yeah. NONE. They're not getting government bailouts and making multimillion dollar bonuses, paid for by my taxes, for wrecking our economy.

I love it when the jerks who created this mess want to put the attention somewhere else.

ADD (Sent Wednesday, March 04, 2009 5:11 PM)



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