Spike Lee knows New York and is a fitting tutor to teach those in Los Angeles how to eat Big Apple thin crust pizza. That's the concept behind a new promo JetBlue is running over the next few days.
The airline will fly authentic New York City pizza all the way to Los Angeles International Airport (LAX) from today (May 9) through May 11.
In the video promo, director and producer Lee indoctrinates Angelinos in the do’s and don’ts of eating New York-style pizza for JetBlue’s 'Pie in the Sky' promotion, by MullenLowe with sound mix by NYC-based audio post production studio Plush’s Rob Fielack.
Using the iconic Patsy’s Pizzeria as the setting, the sit-down spot names the rules of eating pizza in the Big Apple including using your hands, folding a slice in half and sharing with a friend (or not). It also addresses the cardinal sins of eating New York City pizza, including using a fork and knife or patting oil off the pie with a napkin.
"Don't fork and knife it," commands Lee in the video.
On a dedicated website, those in Southern California can find out if they are eligible to get delivery from LAX to their door by entering their zip code. The stunt is a promo to connect people in the US's two largest markets with New York's "hometown airline."