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Edition: U.S. Article Comments (2) Video Save Email Print Reprints Most Popular Most Shared Florida AG proposes tougher illegal immigrant curbs 11 Aug 2010 Scientists find new superbug spreading from India 11 Aug 2010 Few Chernobyl radiation risks from Russia fires 10:23am EDT Attractive women overlooked for certain jobs? 09 Aug 2010 Wall Street drops on jobless data and Cisco outlook 10:51am EDT Analysis: Deflation poses threat to big-ticket retailers 11 Aug 2010 GM posts largest quarterly profit since 2004 10:41am EDT Jobless claims jump shows labor market ailing 11:08am EDT Iran website shows "graves" dug for invading troops 10 Aug 2010 Cancer cells slurp up fructose, US study finds 02 Aug 2010 Scientists find new superbug spreading from India 11 Aug 2010 Cancer cells slurp up fructose, US study finds 02 Aug 2010 Florida AG proposes tougher illegal immigrant curbs 11 Aug 2010 Landslides complicate Pakistan flood relief efforts | Video 09 Aug 2010 Strange and unusual 25 Feb 2010 India to shut BlackBerry if security not addressed 11:27am EDT Ecuador rocked by 6.9 quake, no major damage 10:43am EDT What do food allergy labels really mean? 11 Aug 2010 Attractive women overlooked for certain jobs? 09 Aug 2010 Bank repossessions drive up July foreclosures 10:31am EDT Jetblue folk hero electrifies news media, ad firms Digg This Tweet This Share on LinkedIn Share on Facebook Related Topics Fashion » Entertainment » People » Related Video Flight attendant gone wild Tue, Aug 10 2010 By Georg Szalai Thu Aug 12, 2010 9:57am EDT NEW YORK (Hollywood Reporter) - Last week, nobody knew Steve Slater. Now, office water coolers, Twitter feeds, Facebook and chat rooms are buzzing with expressions of support and the question: What's next for the flight attendant who quit his JetBlue job in such memorable fashion that some have called him an instant American hero? Heroic or not, the story of Slater's confrontation with a misbehaving passenger has swept through Madison Avenue and Hollywood in addition to Main Street. Slater's story has the most immediate effect on TV news organizations, with broadcast networks and CNN among outlets trying to book him for interviews. A media scrum followed Slater's brief jail stay. "Good Morning America" producers jumped into the same car as Slater, but he made them get out. An ABC News spokeswoman said Wednesday that the producers had done nothing unusual and simply were chasing the story as their peers were. "It's a very competitive story, and everybody wants to hear from him directly about what happened," said David Friedman, executive producer of CBS' "The Early Show." Friedman's bookers staked out the jail, Slater's house and his lawyer's office -- but not necessarily with the aim of nailing an exclusive interview. "All I care about is that we have him on our show," he said. Friedman said he figures an interview can be done anytime during the next 10 days. Will Slater get a manager or agent to explore further opportunities such as book deals, TV shows or even a movie? Major talent agencies are unlikely to sign anyone who doesn't have a background in a craft such as acting or writing. Companies that book reality TV stars and celebrities of varying degrees as guest speakers might be a more logical fit. Steve Peckham, senior vp at branding agency Olson, said it looks like a case of 15 minutes of fame. "I suspect Mr. Slater's fame is about to peak as he is sure to hit the late-night TV and radio talk show circuit, but it won't last long," Peckham said. "So a pure advertising play might prove challenging." Yet ad folks say they already have discussed the Slater situation with colleagues or clients. Chris Raih, founder and managing director of Los Angeles-based creative agency Zambezi, said he and his team mentioned him Wednesday morning. "People around the country seem to have followed this classic go-to-hell moment with voyeuristic glee," he said. "They want to root for him even more in a recessionary environment when many have gobbled up their anger." But he cautioned that ad campaigns referencing Slater and the incident will be hard to pull off given that it takes weeks to shoot a commercial and more lead time to get a campaign out. "I don't think any brand will be fast enough to capitalize on this moment," Raih said. But Raih's team is working on a 2011 campaign based on the idea that people should "go for it" each day. Other ad folks see some opportunity for a campaign once possible legal implications and other risks become clearer. Beer companies were a popular suggestion for a natural ad home for Slater given that he had a cold one before his exit from the plane. Michael Priem, CEO of USDM.net -- an agency that works with U.S. and international airlines, Hilton and others -- said he has brought up the Slater story in meetings and expects travel and tourism marketing firms to react to it, whether by referencing the case directly or drawing indirect lessons from it. He can see any service company benefiting from a campaign that uses Slater as a spokesman. "He could show how painful it is to be in the wait line for a cell phone carrier or sit at a service center that frustrates us," Priem said. Joseph Jaffe, a marketing consultant, had a Hollywood comparison for the flight attendant. "Steve Slater is the modern-day equivalent of Charles Bronson in 'Death Wish' -- except, of course, there's no artillery, bloodshed or permanent damage in this particular example of brand vigilantism," he said. "I'd recommend JetBlue gets behind him. They have the kind of brand personality and authentic self-assuredness to use this as a perfect opportunity to demonstrate purpose and conviction. And if not, then I'd recommend one of their competitors snapped him up." Angela Farrell, an accountant at marketing firm MSCO, reminded that "American Idol" seems to be in need of a new controversial host/hero, and Scott Cromer, partner and managing director of creative agency Mutt Industries said, "The whole thing feels like a John Hughes film." Said Jim Joseph, president of Lipper Taylor: "I think he will end up being a spokesperson of some sort. He's quickly becoming the mascot for the disgruntled employee." Fashion Entertainment People Comments See All Comments (2) | Post Comment Aug 12, 2010 10:11am EDT Anyone who works in the customer service industry knows some customers take the “the customer is always right” mantra way to far. Whether they want to realize it or not good customer service really does begin with the customer! Mr. Slater I applaud you and wish you the best of luck! iflydaplanes Report As Abusive Aug 12, 2010 10:26am EDT I think the customer that cursed Slater should be in focus and even investigated for verbal assault. Wasn’t there any rule that the crew could make the passenger sit down since he was disobeying safety rules and standing up and openning bins while the plane was still moving? I say put the guy on the no fly list! pesheff Report As Abusive See All Comments (2) Add a Comment *We welcome comments that advance the story directly or with relevant tangential information. We try to block comments that use offensive language or appear to be spam and review comments frequently to ensure they meet our standards. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. © Copyright 2010 Thomson Reuters Editorial Editions: Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom United States Reuters Contact Us Advertise With Us Help Journalism Handbook Archive Site Index Video Index Reader Feedback Mobile Newsletters RSS Podcasts Widgets Your View Analyst Research Thomson Reuters Copyright Disclaimer Privacy Professional Products Professional Products Support Financial Products About Thomson Reuters Careers Online Products Acquisitions Monthly Buyouts Venture Capital Journal International Financing Review Project Finance International PEhub.com PE Week FindLaw Reuters on Facebook Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests. NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.

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