| In light blue banners throughout the papers — as well as on their Web site, Philly.com — Derrie-Air cheerily trumpets its policy: The more you weigh, the more you pay. The ads direct readers to the Web site http://www.flyderrie-air.com. |
| Visitors to the airline site learn that Derrie-Air is the world’s only carbon-neutral luxury airline, and it justifies its fare policy by saying that it takes more fuel to move heavier objects. The carrier pledges to plant trees to offset every pound of carbon its planes release into the atmosphere. |
| Derrie-Air’s sample rates range from $1.40 per pound to fly from Philadelphia to Chicago to $2.25 per pound to fly from Philadelphia to Los Angeles. |
| A disclaimer labels the ad campaign “fictitious” and says it is designed “to test the results of advertising in our print and online products and to stimulate discussion on a timely environmental topic of interest to all citizens.” |
| “In other words,” it says, “smile, we’re pulling your leg.” |
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Smile you have just been Punk’d
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