2014 saw Virgin Atlantic make a bold move from their 20 year advertising relationship with RKCR/YR to pastures new. Post a fiercely competitive pitching process, CRAVE favourite Adam & Eve/DDB impressed head brand and marketing execs at the international airline giant, outplaying equal hitters Abbott Mead Vickers BBDO and The Brooklyn Brothers amongst others. Needless to say, eyes have been peeled for the first brand campaign under new management, and over the weekend, it was unveiled.
Entitled ‘The idea’, the ad aired on Sky Atlantic during a Without A Trace ad break (Jan 3rd), and will continue to run in 30, 60 and 80-second cuts in coming weeks. The ad follows a man from the inception of a business idea, travelling around the world on Virgin Atlantic to deliver his conclusively victorious pitch in ‘the mother of all meetings’.
The intention is clear, Adam & Eve have returned the brands focus to the customer, a sidestep away from its recent, more sexy competitor/customer driven campaigns. Hamish Rickman, head of brand engagement at Virgin Atlantic, said “Virgin Atlantic naturally attracts customers who are passionate about seeking new experiences and this campaign throws down the gauntlet to them to turn their ideas and dreams into reality. This campaign is a real step change in how we express ourselves creatively. We’ll always be a challenger brand but for this campaign, instead of challenging the competition, we are challenging ourselves and the customer to ‘let it fly’.”
And the ad doesn’t stop at simply challenging its viewers. Set to an instrumental of Depeche Mode’s ‘Personal Jesus’ accompanied by a fuelling voiceover, ‘the idea’ inspires and encourages the fire in us all to grasp the go-getter attitude that has driven the brand to where we find it today, arguably at the top of its game for creativity, innovation and customer experience. The voiceover closes “life doesn’t come to you, so go to it” effortlessly encapsulating the spirit and entrepreneurial essence and character of the brand that the nation has long since been familiar with.
Part of a wider media campaign, ‘the idea’ will run alongside the ‘let it fly’ digital, print, outdoor and social media initiatives in a robust and all-encompassing spread for Virgin Atlantic.
This first campaign enthuses us on what’s to come from Adam & Eve in future campaigns for Virgin Atlantic – a flying start that has certainly put a firm stake in the ground.