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The humble pigeon stars in JetBlue ads

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JetBlue's newest ad campaign positions the lowly pigeon as the ultimate frequent flyer that does not receive the respect it deserves.

"With JetBlue's 'Air on the Side of Humanity' campaign, we showcase the challenges of modern air travel by giving a voice to the most overlooked, unappreciated frequent flyers of all — pigeons," said Lisa Borromeo, JetBlue's director of brand management and advertising.

The campaign delivers narrative from the perspectives of a pigeon that draws 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.

The month-long campaign launched April 2 with TV spots in Boston, Fort Lauderdale and New York and across social media. An interactive mobile media game allows people to pretend to be a pigeon.

"Today's conventional branding blends together. JetBlue had the opportunity to make a statement against the competition by showing the brand's alignment with humanity and by reminding consumers that there is a better way to fly," Borromeo said.

— Gay Nagle Myers 

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