AIRLINE: FIRST CLASS

	Download original version (size: 1.2 MB; duration: 01:04)
Released:	March 2006
Advertiser:	JETBLUE
Brand name:	AIRLINE
Agency:	JWT
Country:	USA
Category:	Entertainment & leisure
Tags:	New York

Credits:

Advertising Agency: JWT, USA, New York
Creative Director: Robert Rasmussen/Andrew Ault/CCO:Ty Montague/ECD:Jeremy Postaer/Peter Nicholson
Scriptwriter: Scott Bell/Andrew Ault
Agency Producer: Matthew Mattingly
Account Supervisor: Sophie Kelly
Advertiser's Supervisor: Andrea Spiegel
Sound Engineer: Chris Afzal


Script in English
SFX: Phone dialing

FVO: Thank you for calling JetBlue airways, how can I help you?

MVO1: Hey, me and my business partner are looking online and we can’t find the 1st class
tickets.

FVO: Okay we only have one class of service.

MVO1: (To friend off the phone) She says they don’t have 1st class.

MVO2: (In background) Where am I going to sit?

FVO: Well, all the seats are the same, they’re all leather, they all recline, they all have DirecTV
for free.

MVO: Oh that’s pretty nice.

FVO: I can tell you what seats are available if you have a specific place you like to sit on the
plane.

MVO: I like to sit as close to the front as possible.

FVO: Okay and (cut off)

MVO: With a curtain separating me from the other people on the plane.

FVO: We don’t have that. We just have one class of service the whole plane.

MVO: You think maybe they could make an exception and do one VIP chair, like just put a sign
on the back that says “VIP”.

FVO: (Laughs) You’d have to ask the flight crew about that.

MVO: Hmm, my business partner has this hat that says, “extra special important business
man” maybe I can wear that....

FVO: You’re welcome to wear that. (Laughs)

MVO: (To buddy off phone) She’s cool with the hat. (Back on phone) Thank you very much.

FVO: No problem, thank you for calling JetBlue.

SFX: Sound of a jet

ANN: Dear Richmond, we like to make everyone feel important. Contact us at 1-800-JetBlue or
JetBlue.com to book flights to New York and Boston. Sincerely JetBue









Brief Explanation
The customer service operators at JetBlue are known as the fuzzy slipper brigade. Not only
because they work from home in their slippers but also for their reputation as the most helpful
and kind customer service people in the business. We decided to put them to the test. This
campaign is made up of actual calls to 1-800-JETBLUE. The caller is the copywriter working
without scripts, just simple starting points. And the fuzzy slipper brigade has no clue they’re
being recorded, they’re just doing their job. What other airline would put their customer service
people on the radio?