Creativity

Moms and Crying Babies Are the Heroes of JetBlue's Heartwarming Mother's Day Stunt

Fellow Passengers Replace the Side-Eye With Cheers

By Ann-Christine Diaz. Published on May 02, 2016

Editor's Pick

Parents who have endured anxiety, tears and frustration over having to fly with babies or young children (harboring thoughts like "How are we going to get through security?" "Did I bring enough snacks?" "Will their ears hurt during landing?" "Should I sedate them with Benadryl?") might shed a tear over JetBlue's touching Mother's Day stunt, which turned mamas traveling with little ones -- and the little ones themselves -- into heroes of one special flight.

During a trip from New York City to Long Beach, California, on which a number of moms and their infants were flying, a JetBlue attendant made an eyebrow-raising announcement. Every time a baby cried or screamed, all the passengers on that flight would get 25% off their next JetBlue flight -- which meant a second cryer would get them 50% off, a third 75% and a fourth, a free round-trip ticket to the destination of their choice. So instead of giving moms with crying babies the side-eye, fellow passengers cheered them on.

The video, which shows how babies' whelps led to hurrahs and applause, makes for a touching tribute to stressed out moms ahead of their big day. Now, if only other passengers could be as supportive on regular flights too. The idea was created out of MullenLowe.

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Credits

Date
May 02, 2016
Agency:
Mullen Lowe
Client:
JetBlue
Production Company:
Hey Baby Films
Director:
Joris Debeij
Producer:
Peter Murray
Director, Photography:
Todd Martin
Executive Producer:
Richard Bjorlin
Editorial:
PS 260
Editor:
Hil Vega
Senior Producer:
Laura Lamb Patterson
Assistant Editor:
Erica O'Brien
Colorist:
The Mill, Fergus McCall
Online and Graphic Effects:
The Mill - New York
Executive Creative Director:
Tim Vaccarino
Executive Creative Director:
Dave Weist
Vice President/Creative Director:
Julia Neumann
Vice President/Creative Director:
Amy Ferguson
Assistant Creative Director:
Ben Salsky
Integrated Producer:
Matt Polski
Production:
Hey Baby
Executive Producer:
Johnny Parker
Audio Producer:
Plush
Mixer and Sound Designer:
Rob Feilak
Chief Creative Officer:
Mark Wenneker
Music Company:
Storefront Music
Executive Creative Director:
Tim Vaccarino
Vice President/Creative Director:
Julia Neumann
Vice President/Creative Director:
Amy Ferguson
Vice President/Associate Creative Director:
Ben Salsky
Junior Art Director:
Alyssa Cavanaugh
Junior Copywriter:
Sai He
Creative Intern:
Athanasia Afthimiu
Senior Vice President, Executive Director Integrated Production:
Liza Near
Director, Broadcast Production:
Zeke Bowman
Senior Integrated Producer:
Liz Shook
Project Manager:
Christina Gratton
Senior Digital Producer:
Louise Lloyd Owen
Production Supervisor:
Kristine Ring-Janicki
Business Affairs Manager:
Amy Keddy
Production Company:
Hey Baby
Executive Producer:
Richard Björlin
Line Producer:
Peter Murray
Editorial:
PS260
Managing Partner:
Zarina Mak
Senior Producer:
Laura Patterson
Music:
Storefront
Sound Director:
Plush
Mixer:
Rob Fielack
Finish:
The Mill
Colorist:
Fergus MacCall
Executive Director:
Drayton Martin
Account Director:
Molly Bluhm
Account Executive:
Beba Rivera
Group Director, Strategy:
Ellie Gogan-Tilstone
Senior Strategist:
Mike Patrick
Senior Vice President, Group Digital Director:
Jade Watts
Associate Digital Media Director:
Tracy Barahona
Digital Media Supervisor:
Shoshana Levine
Senior Vice President, Account Director PR:
Jaclyn Ruelle
Account Supervisor, PR:
Becky Brand
Account Supervisor, PR:
Lauren Brennan
Account Supervisor, PR:
Brittany Topham
Account Supervisor, PR:
Kelsey Labrot

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