JetBlue’s pigeon ads are back for an encore

JetBlue Airways Corp., the largest airline at Logan International Airport, is reprising its “Air on the Side of Humanity” ad campaign.

The campaign was devised with the help of Boston-based Mullen, JetBlue’s agency-of-record since 2010, and it first aired in the Boston market last year. Now the campaign will be seen in New York and South Florida as well, JetBlue said in a Wednesday press release.


According to JetBlue, the humorous campaign “delivers multi-media narratives from the perspective of a pigeon that draw playful comparisons on how people are treated by other carriers including cramped spaces, limited snacks, flying on someone else’s schedule and the feeling of being ignored.” (If there’s one thing a discerning pigeon hates, it’s limited snacks.)

A print component of the campaign includes ads in The Boston Globe, the Fort Lauderdale Sun Sentinel, and the Miami Herald, JetBlue said. There are also plans for “interactive homepage takeovers” on and, JetBlue said.

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A new wrinkle in the campaign is a a five-part video series titled ‘‘Shoo’s Bird’s Eye View.’’

Drawing on the pigeon theme seen in Mullen ads, JetBlue collaborated with Funny Or Die, a comedy website, to produce a series of “branded vignettes.” The first vignette started airing Wednesday, and plans call for new content to be added weekly throughout the month, JetBlue said. (Shoo is the name of the pigeon doing a star turn in the campaign.)

One place where Shoo vignettes can be seen is on the social hub Central Perch.


The vignettes aim to be “snackable,” a Mullen spokeswoman said --- snackable denoting humorous content that can be quickly consumed and easily shared with a friend.

Chris Reidy can be reached at
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