“I don’t want to be that lady with the baby who’s screaming for four hours,” said a mother preparing to board a flight from JFK airport in New York City to Long Beach, California. She had reason to worry — according to advertising agency MullenLowe, 40 percent of U.S. adults say they’re annoyed by crying babies on flights. But for this flight, the script was about to be flipped. In honor of Mother’s Day, JetBlue offered the mother, and the rest of the passengers on the flight, a 25 percent discount on their next trip every time a baby cried during the trip. Just four crying incidents, in other words, meant every passenger’s’ next flight was free. Footage of the promotion was captured by Hey Baby Films director Joris Debeij, and is being aired with the title “FlyBabies.” The spot builds upon a previous stunt from JetBlue and MullenLowe in February, when the carrier invited 150 unsuspecting passengers to “Reach Across the Aisle” in an election-themed prank that also offered free flights as a reward. Watch the video above. Despite being rooted in commercialism, it’s actually quite touching.
Read the full story at Adweek.