In the US, JetBlue has launch an amusing nonsense website to explain which is the difference between flying and jetting. Their idea is to bring humanity back to air travel and they do it in a nice way, with the help of JWT New York.
There are several weird, and sometimes silly, things to do on the site, that all together create an experience both funny and witty. The design is simple and functional, and all different content pieces in the end work together quite consistently.
Happy Jetting isn't just an advertising campaign, it's a brand campaign which aims at achieving a higher goal: building loyalty in consumers fascinated by the JetBlue approach to air travel. I appreciate the kind of brave approach to communication they are showing, even if here in Europe we've already seen even more disruptive campaigns by low cost carriers.