Video: JetBlue’s “Reach Across The Aisle” Social Experiment

We’re in the midst of what can only be described as an entertaining interesting presidential election cycle. It looks like JetBlue is trying to capitalize on that, with their latest “Reach Across The Aisle” ad.

Here’s how the video is described:

From the capital to the campaign trail, political partisanship and a contentious election make disagreement feel like the new normal. It is clear that the country is divided. Or is it? Can compromises be made for the greater good? See what happens when unsuspecting JetBlue customers are tasked with putting aside personal differences to reach across the aisle.

In the video, all the JetBlue passengers on a flight are told they can get a free ticket to anywhere JetBlue flies, but only if they unanimously agree on where to go. They start by pondering whether to fly domestically or internationally, and then have to decide between destinations.

See the awesome video here:

Via AdWeek, here’s some of the inspiration behind the video:

“JetBlue is one of those brands that is very comfortable being involved with the bigger conversation,” MullenLowe executive creative director Tim Vaccarino told Adweek. “This being one of the most polarizing political climates in history, we saw an opportunity to make a comment about what’s truly possible when we all work together.”

“We’ve seen so much news coverage lately that paints the picture of a society becoming increasingly polarized and politicians incapable of working together,” said Elizabeth Windram, the airline’s director of brand management and advertising. “This video is our way of questioning that assumption.”

Vaccarino added, “The beauty of these things is they’re cultural experiments. You never really know where they’re going to lead you. They unfold in real time. They’re unvarnished and can be held up as a real indicator of how people are feeling. That’s what makes them so provocative.”

Bottom line

On one hand the video doesn’t feel especially organic, though at the same time it’s fun to watch, and does a good job of capitalizing on the political climate.

What do you make of JetBlue’s “Reach Across The Aisle” video?

(Tip of the hat to Alok)


  1. It’s the little things that make me happy 🙂 Don’t get me wrong – all your posts are extremely informative and I do use the information, but I love the trip reports!! 🙂

  2. Whatever happens, it’s all Obama’s fault. Just kidding.

    I wonder if the miles and points crowd is anti-Obama, because the improving economy under his watch has made frequent flier redemptions more difficult and promotions less lucrative…

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