easyJet- Get more from the middle

The aisle gets the leg room. The window gets the view. The middle? It gets ignored. No one wants the middle seat on a plane, it’s the one you get stuck with. From dads demanding to stretch their legs in the aisle to daughters hogging the window to capture the sunset.

But the truth is the middle seat isn’t boring, it’s misunderstood. And in a world where people fight over the little extras, we saw an opportunity to turn the middle seat into the unexpected star of the show.

Because actually, the middle isn’t the worst. It’s the best bit of a Big Mac. The reason you buy an Oreo. The gooey core of a Crème Egg. The middle is where the flavour is. The excitement. The perks.

This campaign repositions the most hated seat on a plane as the unexpected icon.