JetBlue harasses folks on the ground, promises not to in the air

By Elena Malykhina on Fri Oct 15 2010

JetBlue is on cloud nine this week. With creative juices flowing thanks to its new agency Mullen, the carrier has debuted videos on YouTube that show how silly typical airline rules would seem on the ground. In this video, dubbed "Glass Half Full," a New York City street vendor tries to sell half a can of soda in a plastic cup with ice to customers. Expecting a full, unopened can, the pedestrians (who were captured on a hidden camera) express their dissatisfaction. One woman goes so far as to ask if there's something mentally wrong with the vendor. The point of the video? To show that while this stuff might be the norm for airlines, they don't fly on the ground. JetBlue slots the promotional message in at the end: "Get the whole can of soda and free unlimited brand-name snacks." The campaign is Mullen's first work for JetBlue, and includes other videos that show more ridiculous scenarios. See those after the jump.

Continue reading "JetBlue harasses folks on the ground, promises not to in the air" »

Have Zappos and Mullen been hanging with Fandango puppets?

Posted on Fri Mar 5 2010


After getting some hurtful comments for pointing out similarities between that State Farm-sponsored OK Go video and the Honda "Cog" ad (yes, I know, they both ripped off Rube Goldberg), I'm loathe to cover similar ground. But hey, somebody has to, right? Mullen's new campaign for online retailer Zappos, breaking this Monday, featuring puppets mouthing the words of actual customer-service calls from Zappos employees—doesn't it seem a bit familiar? Yes, I'm thinking of Amoeba's mid-2000s ads for movie ticket site Fandango. Recall, if you will, that those ads also showed puppets (in this case, crude ones fabricated from brown paper bags) synched with the voices of consumers explaining why they liked the service. (The campaign eventually evolved to spoof Bollywood musicals.) Now that I've spoiled the party, let it rip, commenters! Just don't be crank yankers about it.

—Posted by Todd Wasserman

Millennials speak for themselves on Edward Boches's new site

Posted on Thu Nov 12 2009


As Mullen's chief creative officer, Edward Boches felt too much of the research and coverage of Millennial consumers was conducted by older professionals like himself. As the agency's chief social-media officer, Boches—who has around 8,000 followers on Twitter—saw a better way to get inside the minds of those individuals 18-25: give them a platform to explain themselves. "We want to generate enough content to become an important voice for kids to develop their own identities and become a resource for marketers, educators and journalists," he says. On Nov. 3, a new Web site called The Next Great Generation was born. Boches is growing a staff of young writers—80 so far—to share their thoughts about everything from life, work, faith, sex and love to brands, technology and the environment. Most of them Boches knows through Twitter, and he admits there is still a heavy concentration of Northeast college-educated U.S. kids, but he is attracting some others in the Midwest, Africa and Shanghai. He's aiming to bring in more urban kids and add greater diversity. Visitors to the site can ask its writers questions. (A couple of recent examples: "Would you ever pay for a newspaper?" "What long-term impact will the recession have on you?") Boches also foresees opportunities for the site to get a group of its writers to respond to larger themes like food or fashion for marketers. The site is independent from Mullen and free, with its bloggers receiving no compensation. But while Boches hopes to eventually monetize The Next Great Generation, he says he's not creating a side business for himself. He says he'll look at a way to share any revenue with content creators or consider a way to collectively agree on a charity and fund it with proceeds.

—Posted by Noreen O'Leary



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