Pigeons play a starring role in Mullen's new TV spot from JetBlue, which is comparing its own customer service with that of other airlines in a multi-channel campaign, "Air on the Side of Humanity." The campaign depicts pigeons as the ultimate "frequent flier" -- they fly in crowded spaces, get fed crumbs and are generally despised and ignored.
As well as TV commercials, directed by Hank Perlman via Hungry Man, the pigeon-themed push will include online advertising, microsites, mobile, social, experiential and out-of-home advertising. Debuting in Boston, it will also blanket the entire New York area, with bus shelters, taxi tops and ads on web sites including ESPN.com and Hulu. A voice activation unit, created in partnership with Mobile Theory, will teach consumers how to "speak pigeon" on their smartphones, while a digital experience and social hub, Central Perch, will invite users to send friends social messages through a carrier pigeon that delivers custom messages to their Facebook message inbox.