Tag: Manhattan

JetBlue’s ground rule for the sky

JetBlue has a new credo: “If you wouldn’t take it on the ground, don’t take it in the air.” The carrier’s first ads from Mullen were described at the time as using hidden cameras in Manhattan to illustrate the point. The clip that’s still available is the CEO version. JetBlue’s CEO, Dave Barger, has a lot to say and nothing to hide.

What this execution is really selling: transparency as a brand behavior

This is not a product demo. It is a credibility play. Putting the CEO front and center makes the promise feel like an internal standard, not just a campaign line.

When a service brand uses leadership voice in a short spot, it is trying to compress distance: less “corporate statement,” more “here’s what we stand for.”

In service categories where trust is fragile, a simple fairness test plus a human spokesperson can communicate differentiation faster than feature claims.

Why the credo works

The line is a mental model. If a behavior feels unacceptable in a taxi, store, or restaurant, it should feel unacceptable in an airplane cabin too. That reframing lets people judge the category with everyday rules they already believe in.

It also sets up a repeatable platform. Once you establish the “ground test,” you can attach it to almost any customer irritation without changing the core message.

The business intent hiding in plain sight

This is competitive positioning disguised as common sense. The brand is implicitly calling out industry behaviors customers resent, then claiming the moral high ground by promising not to play those games.

Even if you never remember the details of the ad, you remember the test. That is the goal.

What to steal if you want a promise people repeat

• Make the line a test, not a slogan. If people can apply it to new situations, it travels.
• Put a real human behind the promise. A credible spokesperson turns positioning into accountability.
• Keep the claim grounded in everyday fairness. “Would you accept this here?” is easier than explaining features.
• Leave room for multiple executions. A platform is only useful if it can produce many spots without getting weird.

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A few fast answers before you act

What is JetBlue’s “Nothing to Hide” spot about?

It uses a simple fairness credo. If you would not accept something on the ground, you should not accept it in the air. In this clip, CEO Dave Barger delivers that message directly.

Why use a CEO in an airline ad?

It signals accountability and reduces corporate distance. The promise feels like a leadership standard, not just a marketing claim.

What does “If you wouldn’t take it on the ground” actually do for the brand?

It gives customers a fast rule to judge airline behavior. That reframes category annoyances as unacceptable, and positions JetBlue as the alternative.

Is this a campaign line you can extend?

Yes. The “ground test” can be applied to many service irritations, which makes it a reusable platform rather than a one-off message.

What is the biggest execution risk?

If real experience does not match the fairness promise, the line becomes a liability. The clearer the credo, the higher the expectation it creates.