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The campaign, the first that JetBlue has developed in partnership with its new advertising and media agency Mullen in Boston (which replaced JWT New York in May), features a comprehensive mix of media including online, , in-flight, print, outdoor and social media. Instead of television commercials, there are offbeat video clips, which run on Hulu, Vevo and YouTube and other Web sites. These online videos features a series of hidden camera scenarios called “Ground Rules!”. The videos show real people in real situations being deprived of basic services they’ve come to expect. At the end of each spot, a statement appears on the screen that reads, “If you won’t take it on the ground, don’t take it in the air.” Watch the funny videos below:

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