Virgin Atlantic Airways is launching its first global TV commercial today.
The spot, created by RKCR/Y&R, London, features the tagline “Your airline’s either got it or it hasn’t”—a theme introduced in the spring in U.S. print and online ads—and a reworked version of Nina Simone’s “Feeling Good” by Muse.
Prominently featured are stylishly surreal images of the flight experience, with attendants and crew doing sexy dance numbers, a passenger shimmying through security and a final shot of the crew on the wing of a plane.
“The spot captures the spirit of the brand with its dynamic energy and unique way of showcasing our award-winning services and products, from complimentary ice cream to our individual Upper Class Suites,” said Chris Rossi, a client svp. “This piece will resonate with our current fan base while simultaneously exciting those travelers who are looking for a flight experience that offers more.”
Directed by Traktor, the commercial, said Mark Roalfe, ecd at RKCR/Y&R, “Dramatizes all the elements of the brand, but does it in a style that only an airline like Virgin Atlantic would ever do—encapsulating the essence and ‘it’ factor which sets it apart from its competitors.”
Scheduled to air in 30-second and 60-second versions, the spot begins running in the U.S. during Major League Baseball’s playoff games beginning the week of October 11. It will run in Los Angeles, Washington, D.C., Boston and the U.K.
