JetBlue (jblu) wants you to appreciate—or at least tolerate—crying babies on airplanes. To do it, the airline has released a new ad in time for Mother’s Day focusing on babies traveling with the company.
Agency MullenLowe and JetBlue did something pretty shrewd for the “FlyBabies” spot: they offered 25% off of passengers’ flights each time a baby cried on the plane. Instead of unhappy glares and whispered complaints, the other passengers suddenly started cheering and clapping each time a baby began acting out.
Although the offer probably won’t take effect for any other JetBlue flight (Fortune has reached out to the airline to make sure), it certainly made those on the flight from JFK to Long Beach appeased.
Check out the full ad, which already has over 150,000 YouTube views since being posted on Monday, here:
The ad ends with a call to passengers to understand the problems parents face when traveling with their youngsters and to celebrate Mother’s Day.