Loved Ones – XOJET 2015 | Clapboard Ad Archive

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Loved ones - XOJET | Clapboard Ad Archive

XOJET’s Loved Ones campaign, devised by Walrus in Year 2015, reframes private aviation by putting passenger empowerment at the center of its brand narrative for the United States travel and leisure market. As the second act in the Take Command service promise and integral to the Power To The Passenger brand platform, Loved Ones uses film storytelling to elevate XOJET beyond a commoditized transport provider, positioning it as a facilitator of meaningful, personal moments for travelers who demand both autonomy and luxury. Rather than resting on legacy cues of exclusivity or transactional footage of jets and runways, the campaign is anchored in the flyer’s point of view, shaping a narrative that demystifies the private jet experience and directly addresses the contemporary client’s desire for personalization, flexibility, and immediacy. With agency Walrus steering creative, the campaign foregrounds the relationship between time, travel, and the pivotal experiences shared with loved ones, projecting XOJET’s service as the conduit for these emotionally charged connections—not simply a means from A to B, but a platform for the client to reclaim time and agency over their journeys. This approach distinguishes XOJET from established competitors like NetJets, Wheels Up, JetSuite, VistaJet, and Flexjet, who variously emphasize fractional ownership, technology, affordability, or global luxury, by standing firmly on a service model that is fully on-demand and fundamentally built around user control. Loved Ones adopts an aspirational imagery approach that sits squarely in Clapboard’s FORMAT#10—Associated User Imagery, portraying scenarios and client archetypes designed for high relatability and desirability among the brand’s core audience of affluent, discerning travelers. The campaign’s language and situations are meticulously crafted for U.S.-based users who value efficiency, privacy, and seamless access in their leisure or business pursuits, reinforcing XOJET’s aspiration to transcend the logistics of transport and instead market the luxury of possibility and connection. A call to action underlines the promise of immediacy, positioning the XOJET experience as just a booking away for those unwilling to compromise on time or intimacy. The campaign earns 61/100 in Clapboard’s global creative archive. In a private aviation sector eager to refresh its public image for a new generation of clients, Loved Ones matters because it demonstrates the commercial and strategic impact of pivoting from product-centric advertising to humanized, lifestyle-driven storytelling.

Credits

Client

XOJET

Agency

Walrus

Chief Creative Officer

Deacon Webster

Copywriter

Marco Diaddezio

Art Director

Evan Vosburgh

Producer

Valerie Hope, Tara Lee Byrne, Christopher Thielo, Hilary Weekes, Nancy Finn, Mike Gullo

Account Management

Clementine Barker, Avery Driggers

Post Production

Jorge Morales, The NOW Corporation, Jesse Reisner, Rich Schreck

Production House

Eric Kiel Photography & Films

Director

Eric Kiel

Cinematographer

Flor Collins

Crew

Garret Byrum, Jessica Farmer, Stephen Picano

Music

The Sound Lounge

Category Mind Map

48%

The XOJET campaign "Loved Ones," part of the broader "Power To The Passenger" series launched in 2015, communicates a clear brand proposition centered on empowering private aviation customers with greater control, personalization, and flexibility. By positioning itself as a pioneer in a new kind of jet service, XOJET promises a tailored travel experience that prioritizes the flyer’s perspective and needs, breaking away from traditional, rigid private aviation models. This aligns with the brand’s overarching service promise, "Take Command," emphasizing autonomy and responsiveness in how clients access and utilize private air travel. Strategically, the campaign leverages narrative storytelling to create an emotional connection between the viewer and the travel experience. The chosen creative angle—seeing private aviation "from the flyer's point of view"—informs the campaign’s fresh approach, aiming to demystify and humanize the luxury travel segment. This insight reflects a desire among affluent, discerning travelers for more personalized, on-demand options that fit modern lifestyles rather than legacy industry offerings. The campaign targets the U.S. market with a focus on individuals who value time efficiency, convenience, and a premium customer experience in leisure or business travel. By highlighting emotional ties through the theme "Loved Ones," the campaign also seeks to position XOJET not just as a mode of transport but as a facilitator of meaningful personal moments, reinforcing the brand’s relevance in the high-end travel and leisure sector.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. The XOJET 'Loved ones' campaign centers on the flyer’s perspective, emphasizing personalization, flexibility, and on-demand service—hallmarks designed to resonate with its affluent, discerning target audience. The title (‘Loved ones’) and the theme ('Power To The Passenger') suggest the narrative focuses on relatable or aspirational moments and connections, encouraging viewers to imagine themselves and their loved ones benefitting from the private jet service. Rather than dramatizing a story arc, symbolizing problems, or showing direct demonstrations, the campaign immerses viewers in the desirable lifestyle enabled by XOJET, matching Format#10’s emphasis on aspirational user identification.

1. NetJets – Market Positioning NetJets is the industry leader in private jet fractional ownership, emphasizing safety, reliability, and a vast global fleet. Their premium service targets high-net-worth individuals and corporations seeking guaranteed availability and a seamless, consistent private aviation experience. 2. Wheels Up – Market Positioning Wheels Up positions itself as a flexible membership-based private aviation company offering transparent pricing and accessibility. It appeals to millennials and business travelers seeking a modern, tech-driven, and community-oriented approach to private jet usage. 3. JetSuite – Market Positioning JetSuite differentiates through personalized customer service and smaller, more intimate jets focusing on regional travel convenience. They emphasize affordability without compromising comfort, targeting both individual and corporate travelers wanting efficient, short to mid-range private flights. 4. VistaJet – Market Positioning VistaJet offers a global private jet charter service with a focus on luxury, exclusivity, and global reach. Their business model centers on corporate clients and affluent individuals requiring consistent high-end service and worldwide access without ownership hassles. 5. Flexjet – Market Positioning Flexjet competes through tailored fractional ownership, providing highly customized experiences and modern aircraft options. They emphasize cutting-edge technology, personalized service, and flexible programs designed to adapt to evolving client lifestyle needs.

Q: What is Loved ones about? A: Loved ones is a 2015 campaign created by Walrus for XOJET and launched in the United States. The campaign forms part of XOJET’s Power To The Passenger series, which is the second chapter of the brand’s Take Command service promise. Through a film medium, Loved ones invites viewers to experience private aviation from the flyer’s perspective, emphasizing the emotional connections and meaningful moments enabled by XOJET’s tailored jet service. The campaign positions XOJET as a pioneer in personal, flexible, and on-demand private aviation, targeting affluent travelers who value control and personalization in their travel experiences. Q: What creative device does Loved ones use? A: Loved ones utilizes FORMAT#10 ASSOCIATED USER IMAGERY from Clapboard’s 12-format classification system. This creative approach centers on showing a user profile the target audience can relate to or aspire to, immersing viewers in the desirable lifestyle enabled by XOJET’s private jet service. Rather than dramatizing a story arc or demonstrating features, the campaign focuses on aspirational identification, encouraging viewers to imagine themselves and their loved ones benefitting from the brand’s personalized, flexible offering. This device is designed to foster emotional resonance and aspirational appeal among discerning travelers. Q: What is the campaign proposition for Loved ones? A: The campaign proposition for Loved ones is centered on empowering private aviation customers with greater control, personalization, and flexibility. XOJET positions itself as a pioneer in a new kind of jet service that prioritizes the flyer’s perspective and needs, moving away from traditional, rigid private aviation models. The campaign targets the U.S. market, speaking to individuals who value time efficiency, convenience, and a premium customer experience in both leisure and business travel. By highlighting emotional connections and the importance of loved ones, XOJET aims to be seen not just as a transport provider but as a facilitator of meaningful personal experiences. Q: How does Loved ones rank in Clapboard's archive? A: Loved ones holds a Clapboard Campaign Score of 61/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the context of private aviation advertising. Q: Who are the competitors in XOJET's category? A: In the private aviation sector, XOJET competes with several key brands. NetJets leads the market with a focus on fractional ownership, safety, and a vast global fleet targeting high-net-worth individuals and corporations. Wheels Up appeals to modern travelers with a flexible, membership-based model and tech-driven accessibility. JetSuite differentiates through personalized service and smaller jets for regional convenience and affordability. VistaJet emphasizes luxury and global reach for corporate clients and affluent individuals seeking worldwide access. Flexjet offers tailored fractional ownership with modern aircraft and highly customized experiences, leveraging technology and flexible programs to meet evolving client needs.