Everything about JWT's new "Jetting" campaign repels me. It's clever all right. Almost as clever as the Virgin Atlantic campaign that preceded it by about five years. Jet Blue copies that campaign in just about every way imaginable. It seems the only way they livened up "Go Jet Set Go," in fact, is that they changed Virgin's red to Jet Blue's blue.
Almost fifty years ago, when Avis made hay by triumphantly proclaiming itself #2, Carl Ally, the agency for Hertz ran an ad that did not merely copy the tone of Avis'. It said: “We have a competitor who says he’s No. 2. That’s hard to argue with.”
In other words, they fought originality with obstinance and originality. Not just me-too-ism.
