The Drum Awards for Marketing APAC

-d -h -min -sec

Client: JetBlue
Date: Jun 2019
Your Vote
Overall Rating
Opps, please vote again
16 votes

American airline JetBlue and RuPaul's Drag Race are turning up the slay this Pride month, in comical inflight announcement spot to celebrate its newly-named plane, 'Shantay Blue Stay.'

Self-designating itself the title of 'the official airline of fierce,' JetBlue has teamed up with RuPaul's Drag Race as part of its ongoing commitment to diversity and inclusion.

To presents the airlines newest named aircraft - 'Shantay Blue Stay' - a name inspired by the tv show and chosen by JetBlue's crew members, and to celebrate its new partnership with RuPaul’s Drag Race, JetBlue is debuting a glittering and comical launch video.

It features fan-favourite queens 'Bob the Drag Queen' and 'Trixie Mattel.' Onboard the new plane, the pair are JetBlue's 'fiercest new inflight crewmembers' who take a more off-the-beaten-track approach to onboard safety announcements.

Packed with sass and innuendo, the two go through typical safety rules - like putting your bag under the seat in front - to which Bob adds as a humorous side note, "if your item is a little too big to tuck, then God bless you."

When it comes to inflight safety features, Trixie must "demonstrate for her life" - a nod to RuPaul's Drag Race and its various performances.

References to the hit show continue throughout, as they spice up the exit announcement with "You can sashay this way, and you can sashay that way. But bear in mind, that the nearest way to sashay is A, B, behind you."

For those not familiar with the show, sashay means to walk in a confident way.

To commemorate Pride and the newly named plane, JetBlue took over a terminal 5 at New York's JFK airport. Travellers' passing through saw iconic photos, displays and could even get their runway look touched up at hair and makeup stations.