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JetBlue Airlines new #NYCTakeOff challenge tests if New Yorkers actually pay attention to the fine print of ad posters by offering FREE flights, sports tickets, and much more to those who do.

Over 180 ads were posted at bus stops throughout the five boroughs, with some reading: “Literally. Take This Ad Literally”

Hidden cameras were set up at several bus stops to capture peoples reactions.

Watch as some people took note while others walked right by:


JetBlue Airways plans to continue this promotional giveaway with round 2 in the coming weeks!